INNOVATIVE S`TRATEGIES FOR ENHANCING SUSTAINABILITY AND CORPORATE SOCIAL RESPONSIBILITY IN E-COMMERCE: A DATA-DRIVEN APPROACH (WITH REFERENCE TO CHENNAI CITY)

Abstract

The study aims to contribute to both academic literature and practical business strategies by identifying and analyzing innovative, data-backed CSR and sustainability practices in the e-commerce sector. The acumens will benefit policymakers, environmental advocates, tech developers, and e-commerce firms aiming balanced growth with social responsibility and environmental stewardship. Data were collected from a sample of 580 respondents through personal interview, using simple random sampling method. Statistical modeling using Structural Equation Modeling (SEM), regression analysis, and data-driven insights from consumer surveys and environmental impact assessments, chi-square test, one way ANOVA, SEM analysis, sentiment analysis method used to determine the relationship between demographic characteristics and sustainable development and CSR. It provides a foundational understanding of the need for data-driven sustainability and CSR in e-commerce, particularly in the context of Chennai city. This research will bridge the gap between sustainability theory and industry practice, providing insightful strategies for a greener, more responsible e-commerce sector.