International Journal of Science, Engineering and TechnologyAuthors: Sadiq, Sundar, A. Devi
Abstract: The evolution of e-commerce into its advanced phase, often referred to as E-Commerce 2.0, has elevated consumer expectations beyond convenience and price, emphasizing the critical importance of trust and ethical branding. This article explores how consumer trust—rooted in transparency, data security, and consistent service—is foundational to online business success, while ethical branding integrates social, environmental, and governance values into corporate identity to meet the demands of socially conscious consumers. It examines the interplay between trust and ethics in shaping consumer behavior, highlights technological enablers like AI and blockchain that enhance transparency and security, and addresses the challenges companies face in maintaining ethical standards amid complex regulations and digital risks. Through case studies of brands leading with authenticity and responsibility, the article underscores best practices and strategic insights for building resilient, trustworthy e-commerce enterprises. Finally, it anticipates future trends, emphasizing that the convergence of technology, ethics, and consumer engagement will define the sustainable growth and competitive advantage of e-commerce businesses in the digital era.
DOI: http://doi.org/10.61463/ijset.vol.12.issue6.972
