FROM CLICKS TO CONSCIOUSNESS: COGNITIVE PATHWAYS TOWARD SUSTAINABLE E-COMMERCE SUPPLY CHAINS

Abstract

The rapid growth of e-commerce has redefined the global marketplace, bringing unprecedented convenience to consumers and operational efficiency to firms. Yet, the environmental and social impacts of e-commerce supply chains—from carbon-intensive logistics to unsustainable packaging practices—pose urgent challenges in the sustainability discourse. This paper investigates the cognitive pathways, spanning organizational intelligence, consumer awareness, and technological integration, that can transform e-commerce supply chains into sustainable ecosystems. Drawing from multidisciplinary scholarship, we explore green sourcing, smart inventory, eco-friendly logistics, and the adoption of emerging technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), and blockchain. We further emphasize the role of cognitive mechanisms—scientific, organizational, and behavioral—in shaping sustainable practices. The paper identifies challenges including infrastructural limitations, cost barriers, and consumer resistance, while outlining strategic solutions and future research directions. By bridging cognitive science, technology, and sustainability, we demonstrate how e-commerce can transition from a paradigm of rapid consumption to one rooted in ecological consciousness and resilience.