Environmental sustainability has become a major global concern due to increasing problems such as climate change, pollution, and depletion of natural resources. Consumer behavior plays an important role in environmental protection, as purchasing decisions directly influence production and consumption patterns. Eco-friendly consumer behavior refers to choosing products and practices that reduce negative environmental impact, including sustainable products, recycling, and energy conservation. The digital era has significantly transformed consumer behavior through the growth of the internet, social media, e-commerce platforms, and digital marketing. Consumers now have easier access to product information, online reviews, and sustainability-related content, which influences their purchasing decisions. Digital platforms also help businesses promote eco-friendly products and raise environmental awareness.

This study examines trends in eco-friendly consumer behavior in the digital era and identifies the major factors influencing sustainable consumption. The research is based on secondary data collected from research papers, journals, sustainability reports, and online sources.