Effects of Sustainable Marketing Practices on Consumer Buying Behaviour in Quick-Commerce

Yashi Gupta (), Shreejita Majumder, Yashasvi Shukla, Shaphali Gupta and Rushabh Trivedi
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Yashi Gupta: MICA
Shreejita Majumder: MICA
Yashasvi Shukla: MICA
Shaphali Gupta: IIM Kozhikode
Rushabh Trivedi: MICA

A chapter in Marketing in the Digital Age, 2026, pp 219-239 from Springer

Abstract: Abstract The quick commerce (q-commerce) industry in India has witnessed exponential growth in recent years, reaching a gross merchandise value (GMV) of US $ 2.3 billion in 2023, rising by more than 70% over the previous year [Ibef. The rise of quick commerce in India: Revolutionising retail and last-mile delivery. India Brand Equity Foundation. https://www.ibef.org/blogs/the-Rise-of-quick-commerce-in-india-revolutionising-retail-and-last-mile-delivery (2024, July 24)]. This market is expected to exhibit a compound annual growth rate (CAGR 2024–2029) of 24.33%, leading to a projected market volume of US$9951.00m by 2029 (Statista, 2024a). In the pursuit to achieve profitability in a market that's rapidly gaining new entrants, leading quick commerce platforms like Blinkit, Zepto, Swiggy Instamart, DunZo, BigBasket face the challenge of constantly optimizing convenience and speed to match increasingly ambitious customer expectations while operating under resource constraints. Hence, it becomes imperative to identify and pursue new avenues for gaining a competitive edge. This research paper aims to explore how a customer's perception towards a q-commerce platform's sustainable practices influences their intention to purchase from the platform. Furthermore, the model investigates the key factors that influence the consumer's act of purchase from quick commerce platforms which in turn leads to customer satisfaction. Through a quantitative approach, the research combines primary data and secondary to identify factors influencing consumer acceptance of sustainable offerings. Thereby, the study aims to explore if sustainable marketing practices can be leveraged by quick commerce platforms to gain a competitive advantage by facilitating rapid growth without compromising on responsible and environmentally conscious practices. Ultimately, this research study seeks to contribute to a more sustainable future for q-commerce by providing insights into consumer preferences. By gaining a better understanding of consumer behavior and preferences, businesses can develop and select the right strategies for differentiating themselves in the competitive digital marketplace.

Keywords: Sustainability; Quick commerce; Sustainable marketing; Consumer behavior and consumer engagement (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6509-2_10

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DOI: 10.1007/978-981-95-6509-2_10

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