Author 1 :- Gagan Nagpal ( Research Scholar )
Author 2 :- Dr. Devesh Kumar ( Assistant Professor )
A systematic methodology is presented in this study to explore the relationship between consumers' perceptions of the perceived economic benefits of using e-commerce platforms and sustainable consumption, considering the significant effects of the Coronavirus outbreak on company's operations. This research paper was based on the uses and gratification theory with the boundaries constraint of epidemic fear included. All data and results used to examine the relationship between brand and customer behavior is gathered from books, journals, previous research and surveys, articles, and online content to identify a favorable mediating impact for pandemic fears in the links between perceived e-commerce platform effectiveness, economic advantages, and economic sustainability. And it can be concluded that, companies need to smartly build e-commerce portals and start operating in combination with offline methods for stocks because customers are turning to sources on the internet to avoid viral infections and are progressively participating in sustainable consumption practices. Also, the managers are viewing pandemics (the Coronavirus), which can occur at any moment, as catalysts to plan and react properly. The result of this research is an assessment of how the Perceived effectiveness of e-commerce platforms (PEEP) and long-term consumer relationship is mediated by economic advantage and the association between PEEP and environmentally responsible consumption is conditional on the levels of epidemic fear.
