20.500.12556/DKUM-98857 Sustainability beyond price: empirical validation of a multidimensional framework of online consumers’ preferences and attitudes This study introduces a comprehensive framework for understanding sustainable online shopping preferences, validated using survey data collected in Serbia and Slovenia in 2025 (n = 572), thereby enhancing its generalizability. The primary aim of this research is to examine the extent to which specific environmental, social, and economic indicators influence decision-making processes for online purchasing and delivery. A detailed quantitative analysis was conducted using a structured questionnaire that included a wide range of variables related to online shopping behaviors and delivery preferences. The findings indicate that preferences for sustainability are inherently complex and multifaceted, shaped by critical factors such as environmental concerns, social responsibility, trust, skepticism towards sustainability claims, willingness to pay (WTP), and price sensitivity. Demographic variables, particularly gender and age, show consistent links to preferences for environmental considerations and corporate social responsibility (CSR), while income impacts trust-related behaviors and WTP. Furthermore, the analysis distinguishes between two distinct decision-making approaches: a value-driven sustainability cluster represented by EcoIndex, SocialIndex, and WTPIndex, and a cost-minimization strategy focused on price sensitivity (PriceIndex), with trust acting as a related yet separate factor (CredibilityIndex). Overall, this study emphasizes that a range of interconnected dimensions significantly shape sustainable online shopping preferences. The study was conducted in two developing European countries. Additionally, the findings highlight the need to address universal market barriers, such as price sensitivity, information asymmetry, and consumer skepticism. In a business context, they underscore the importance of adopting advanced analytical methods to enhance decision-making and optimize sustainable business strategies. sustainable online shopping multidimensional framework consumer behavior sustainability preferences EcoIndex willingness to pay price sensitivity trust and skepticism CSR survey analysis trajnostno spletno nakupovanje večdimenzionalni okvir potrošniško vedenje trajnostne preference pripravljenost plačati cenovna občutljivost zaupanje skepticizem družbena odgovornost podjetij (DOP) analiza ankete true false true Angleški jezik Slovenski jezik Članek v reviji 2026-07-14 09:34:34 2026-07-14 09:34:35 2026-07-15 03:10:05 0000-00-00 00:00:00 2026 0 0 str. 1-27 issue 12, [article no. 6247] Vol. 18 Jun. 2026 0000-00-00 Zaloznikova Objavljeno NiDoloceno 2026-04-21 2026-06-09 2026-06-01 658.8:004.7:502.131.1 284668419 10.3390/su18126247 2071-1050 RAZ_Velickovic_Marko_2026.pdf RAZ_Velickovic_Marko_2026.pdf 1 F2326FFB172FCB2A5D230EA89A05E606 1c161f29b1f267eb112dd4de69bc44e1ae72a5d8509fcb416629882e1c6d9632 91bf244b-7f56-11f1-bc70-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208222 https://www.mdpi.com/2071-1050/18/12/6247 1 770aa732-7f56-11f1-bc70-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208221 Fakulteta za logistiko 0 0 0