ONLINE DISPUTE RESOLUTION (ODR) IN E-COMMERCE: EMPOWERING SUSTAINABILITY FOR SOCIETAL WELL-BEING

Online Dispute Resolution (ODR) has emerged as a crucial mechanism in e-commerce, providing efficient, cost-effective, and accessible solutions for resolving conflicts between consumers and businesses. This study conducts a systematic literature review (SLR) to examine the role of ODR in fostering sustainable economic growth and societal well-being through digital innovation. The paper explores key themes, including the effectiveness of ODR systems, consumer trust, regulatory frameworks, and the integration of artificial intelligence (AI) in dispute resolution.The findings highlight that ODR enhances consumer confidence, reduces litigation costs, and promotes economic sustainability by ensuring fair and transparent conflict resolution. Additionally, AI-driven ODR platforms improve dispute resolution efficiency by automating case assessments and facilitating negotiations. The study also discusses challenges, such as cybersecurity threats, data privacy concerns,and regulatory inconsistencies.Furthermore,ODR significantly reduces the environmental impact of dispute resolution by minimizing physical travel and paper-based documentation, which aligns with the broader sustainability goals of e-commerce.