Environmental awareness among consumers is on the rise as they are starting to prefer sustainable products and services. The aim of this research was to examine the relationships between consumer behavior when shopping online for green products and the factors that influence it from the point of view of sustainability. Primary data were obtained using a questionnaire survey and subsequently processed using descriptive analysis, confirmatory factor analysis and structural equation modeling. The obtained research results showed that Digitization in Green Marketing has a significant impact on Environmental Attitude, and that aspects like Environmental Attitude, Environmental Oriented Lifestyle, Willingness to Pay for Green Products and Subjective Norms have a significant impact on Environmental Purchasing Behavior. Moreover, the study found that the factors Environmental Oriented Lifestyle, Willingness to Pay for Green Products, Subjective Norms and Environmental Purchasing Behavior have a significant impact on Future Purchase Intention. The research results can help online retailers in planning and implementing green marketing strategies not only in sales but also in other business processes. In order to stay competitive, businesses should be able to respond promptly to changes in consumer behavior trends, while it is undeniable that the aspect of sustainability plays an increasingly important role here.

In an era where digital transformation is accelerating rapidly, artificial intelligence and machine learning have emerged as transformative forces, especially in e-commerce. This paper presents a comprehensive literature review that delves into the fundamentals of e-commerce, artificial intelligence, and machine learning, highlighting their key advantages and practical applications. By examining a broad array of studies, this research evaluates the critical role of artificial intelligence and machine learning in reshaping e-commerce and explores the potential these technologies hold for enhancing customer engagement and driving sales. The paper underscores how e-commerce companies leverage artificial intelligence-driven innovations to influence customer behaviour, enhance personalised marketing, and streamline purchasing pathways. However, the path to successful artificial intelligence integration is not without obstacles. Challenges such as organisational resistance, skills shortages, technical limitations, and awareness gaps are notable barriers. Despite these hurdles, the findings suggest that adopting artificial intelligence and machine learning tools positions e-commerce companies for long-term success, offering significant competitive advantages and fostering sustainable growth in an increasingly digital world.

The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even more, and with more ease, with the use of suitable online marketing communication. The overabundance of e-shops on the market may be very confusing for the consumer at this time, meaning that the corporate online reputation and its sustainability has never been as important as it is now. The investigation of online shopping consumer behavior and the factors that determine it is at the center of interest in both academic and practical spheres. In our study, we focused in more detail on investigating the relationship between the online shopping consumer behavior of young consumers and the perceived reputation of an e-shop in the era of digitization. The research sample consisted of 633 young consumer respondents. The method of exploratory factor analysis (EFA) was used in order to investigate the factors of online shopping consumer behavior, and the method of Ordinary Least Squared (OLS) model regression analysis was used to evaluate the relationships between individual factors and the perceived reputation of an e-shop. According to the results of EFA, four factors were identified: digital security, e-shop services, e-trust, and social responsibility and promotion. Subsequent testing confirmed the significant relationship between factors of online shopping consumer behavior and the perceived reputation of an e-shop in five cases.