Abstract: We, the people of internet era, read, shop, bank and date online, all thanks to ever growing number of websites, services and applications accessible via different devices that did not exist a decade ago. Today’s consumer, presented with the vast e-market, has been quick to integrate digital tools into everyday life. It can be said that internet usage has fundamentally altered the human behaviour and lifestyle. Over the past decade or so, we’ve been watching the realization of a slow revolution in consumerism not seen since credit and debit cards hit the market. Consumer loyalty is a valuable thing, but never has it been more valuable than in the age of the social network. Consequently, the internet has had an important economic impact, both for individuals and nations, in terms of the new businesses and business models it has brought about. India is a fast-moving nation towards digital economy and this movement has been accelerated with the demonetization of the Indian Currency in the last quarter of year 2016. The paper presents statistics on the internet landscape in India and then dwells on the details of digital consumerism wherein the consumption behaviour has received special importance. The conflicting perspectives on consumption by consumers and producers are presented. These perspectives are found to be unsustainable and environmentally harming. Hence, the paper concludes by throwing some light on a different approach towards consumption which can act as reformatory in this area. Sustainable consumption levels need to be found and working with new technologies more mindfully is significant. Also, the ICT policies in India must also be linked to investment in education in order to develop the necessary skills and raise level of literacy. India needs to employ a proactive approach in implementing smarter policies so that it will be better prepared to respond to future challenges.
Keywords: Consumerism, Digital, ICT, India, Internet, Marketing.
Title: Digital Consumerism: Conflicting Perspectives
Author: Dr. Nidhi Tewathia
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 10, Issue 3, July 2022 - September 2022
Page No: 296-303
Research Publish Journals
Website: www.researchpublish.com
Published Date: 18-August-2022
