Understanding Consumer Behaviour in Q-Commerce Grocery Delivery: Usage Patterns and Sustainability Perspectives

The rapid growth of quick commerce (Q-Commerce) grocery delivery platforms has transformed urban consumption patterns, offering speed and convenience to consumers while raising important sustainability concerns. This paper examines the awareness level about application usage, frequency, and perceptions about the sustainability of such Q-Commerce grocery delivery services. This paper also tries to assess the influence of the sustainability aspect on suitable alternatives in the Q-Commerce digital marketplace. The research employs primary data obtained through a structured questionnaire. It analyzes the impact of application usage patterns, usage frequency, and consumer awareness regarding sustainability issues, encompassing the role of non-disposable packaging in waste generation, the effectiveness of rapid delivery services, and the interest of eco-friendly applications. Descriptive and inferential statistical tests are used in the study to describe the behavioural patterns in the sample and to identify growing trends. This study contributes to the literature on digital marketing and sustainable consumption by evaluating the convenience-driven consumer behaviour in the evolving Q-Commerce framework.