A STUDY ON ROLE OF INDIAN KNOWLEDGE SYSTEM (IKS) IN ONLINE SHOPPING OF ELECTRONIC ITEMS WITH SPECIAL REFERENCE TO CHENNAI CITY

The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly in the
electronics sector. While online shopping emphasizes convenience, competitive pricing, and product variety,
consumers increasingly seek ethical, sustainable, and trustworthy purchasing practices. The Indian Knowledge
System (IKS), rooted in values such as Dharma (ethical conduct), Satya (truthfulness), Aparigraha (nonpossessiveness),
Lokasangraha (social welfare), and sustainable living, provides a unique framework for
understanding responsible consumer behavior. This study explores how IKS principles influence consumers' online
shopping decisions for electronic items. It examines factors such as trust, product authenticity, ethical marketing,
eco-friendly practices, and customer satisfaction. The findings can help e-commerce platforms integrate traditional
Indian values into modern digital commerce, thereby promoting sustainable consumption and enhancing consumer
confidence.