Sustainability or Technology - What Drives Consumer Purchase Behaviour in Digital Era?

 Retail industry is undergoing transformation. Many changes are happening in this industry due to change in consumer behaviour. Every retailer is trying to understand, what drives the customers to select the retailer? It is technology, sustainability or both. Retailers are trying to identify the right technology for their business, which will delight customers and at the same trying to find out how to achieve sustainability in their business.  The purpose of this paper is to find answers for these questions and help the retailers to invest their money wisely and satisfy their customers and remain relevant in the business. The outcomes of the study exhibit the shifting trend among customers which help the companies to cater the altering preferences of their customers. A well-structured questionnaire was developed and collected the primary data from 368 respondents adopting Convenient sampling method through online. Questionnaire was analysed by Factor extraction principal component analysis, Exploratory Factor Analysis, Eigen values and scree plot. The relation between the independent and dependent variables was established with multiple regression analysis. Each factor effect on sustainability and Advanced digitalisation independently was tested for its significance by adopting t – test statistic. The aggregate effect of all independent variables in each equation, in multiple regression are shown by the multiple correlation coefficient (R²). This multiple relation is also tested by adapting the F – test statistic.