Digital influence: a multi-group analysis of purchasing pattern among women in the context of working and non-working lifestyles

This study explores the implications of digital influence on purchasing patterns among Ghanaian women, focusing on the nuanced distinctions between working and non-working lifestyles. Employing a robust quantitative research approach, insights were gathered from 279 respondents through a survey. Inspired by the technological adoption perspective and diffusion of innovations theory, we aim to offer a complete understanding of the complex interactions between digital influence and sustainable purchasing decisions. A detailed analysis across multiple groups (Working and Non-Working Lifestyles) unravels unique dynamics shaping consumer behaviour in the digital landscape. Our findings, supported by statistical evidence of significant differences in digital impact between the two groups, underscore the need for tailored marketing strategies that promote sustainable digital technology adoption in the retail market. This research provides valuable insights for businesses seeking to refine their approaches, recognising the diverse pathways through which digital media shapes the sustainable purchasing choices of Ghanaian women. Ultimately, this study contributes to a deeper understanding of the evolving landscape of consumer behaviour in the context of sustainable retail business and the digital era.