Trust in the Digital Marketplace: Exploring Ethical Information Strategies through the ESG Framework

Jaffari, Asad Abbas and Gupta, Harsh and Muzaffar, Asif and Madawala, Kalani and Wajid, Nauman (2026) Trust in the Digital Marketplace: Exploring Ethical Information Strategies through the ESG Framework. Behaviour and Information Technology. ISSN 0144-929X (In Press)

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Abstract

With the evolution of online commerce due to changes in technology, the demands of consumers regarding fair use of data and proper management of the digital world are on the rise. This paper examines the effects of ethical information disclosure behavior on customer confidence, perceptions of e-commerce ethics, and buying behavior in electronic commerce contexts. Based on semi-structured interviews with 20 respondents and processed with the help of thematic analysis and fuzzy-set Qualitative Comparative Analysis (fsQCA), the paper reveals two different routes through which trust is built on the online marketplaces.
The results demonstrate that one type of consumer attaches importance to the indicators of transparency, privacy, and social proof rather than to the signs of institutional trust, and another group of consumers values signs of formal trust (seals and technical certifications) higher. These findings indicate the fact that, technological practices that are ethical, especially concerning transparency and communication of information, can greatly influence consumer’s confidence and decision-making. This paper can help the field of responsible digital innovation by connecting consumer behavior with responsible digital innovation and providing practical solutions to achieve the introduction of an ESG-aligned disclosure system into e-commerce practices.

Item Type:	Article
Dates:	Date Event 30 March 2026 Accepted
Uncontrolled Keywords:	Consumer Trust, Ethical Information Disclosure, E-commerce, Digital Ethics, ESG, fsQCA, Privacy Policy
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-02 - business studies
Divisions:	Business School > Management, Business and Marketing
Depositing User:	Gemma Tonks
Date Deposited:	09 Apr 2026 13:42
Last Modified:	09 Apr 2026 13:42
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16960

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