International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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How Geopolitical Events Influence Consumer Buying Behavior in Cross-Border E-Commerce: A Study of Indian Shoppers

Author(s) Nandika Mohan Mathur
Country India
Abstract The rise of cross-border e-commerce has transformed India's consumer markets, offering unprecedented access to international products. However, geopolitical events such as trade wars and border conflicts have introduced uncertainty, influencing consumer trust, perceptions, and purchasing behavior. This study examines the impact of geopolitical tensions on Indian consumers’ attitudes toward foreign brands and their online shopping behaviors. A primary survey of 120 respondents revealed that 77% have avoided buying products from certain countries due to political conflicts, with India-China tensions cited by 90% as the most influential factor. While international platforms remain popular, national loyalty strongly affects purchasing decisions, as 62% of respondents expressed willingness to switch to Indian brands during geopolitical tensions, even when foreign products offer superior quality. The study highlights significant demographic nuances, indicating younger consumers’ slightly higher openness to foreign brands despite geopolitical concerns. These findings underscore the need for brands to adopt geopolitically sensitive strategies and for policymakers to balance national interests with the benefits of global commerce. The research provides critical insights for businesses, policymakers, and future scholars aiming to navigate the intersection of geopolitical events and consumer behavior in India’s growing digital economy.
Keywords Geopolitical events, consumer behavior, cross-border e-commerce, India, online shopping, brand trust, national loyalty, India-China tensions, international trade, digital commerce
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-11-27
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.55920
Short DOI https://doi.org/hbdrfm
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