E-commerce between cybersecurity and sustainability. European consumer behavior trends through Eurostat data

Every researcher is always looking for reliable data to support the study hypothesis and the greatest difficulty is to combine different sources, sometimes primary and secondary. The soundness of a research result is therefore highly sensitive to the quality of the data used. This paper describes the methodological path to collect, integrate and process data from different sources to shed light on a very topical issue: consumer sensitivity to cybersecurity concerns during e-commerce. The limits of a rigid dataset such as Eurostat's are overcome by integrating the results of European citizens' behavior during online purchases, with a survey that involved some experts appropriately selected by the research team. The combination of primary and secondary sources of data and the application of a hybrid methodological approach (MCDA (multi-criteria decision analysis), and Likert scale), allowed to extract from the data new information that fills some gaps in the literature. It emerges how European citizens correlate e-commerce with cybersecurity and sustainability, thus providing important insights for decision makers.