Abstract

Emerging adulthood embodies a phase of profound transitions, where the online consumer behaviors of individuals are shaped by diverse backgrounds and societal influences. Understanding this interplay of demographics, preferences, and social factors is key to unravelling online consumer behavior among emerging adults. By adopting a qualitative approach through semi-structured interviews with a purposive sample, this research uncovers the influential factors steering the online shopping decisions of this demographic. This study investigates the nuanced landscape of online consumer behavior among emerging adults; aged 18 to 29, situating its exploration within Bandura's social learning theory. 7 online consumers were interviewed which were analysed through Braun and Clark’s Model of Thematic Analysis. The analysis delineates prominent themes, with Consumer-Centric Decision Drivers, Risk Perception and Mitigation, and Future Trends, emerging as pivotal dimensions. The findings underscore the significance of trust-building mechanisms and emotional connections in shaping consumer behavior. These insights offer pragmatic implications, empowering tailored marketing strategies and educational initiatives aimed at enhancing digital literacy among emerging adults, ultimately contributing to a deeper understanding of online consumer behavior within Bandura's theoretical framework