New digital technologies have revolutionized consumers' expectations for information search evaluation of alternatives and product and service purchase. Digital ecosystems have increased convenience and accessibility but they have also led to increased consumption and waste generation as well as environmental pressures. Thus responsible consumption has become an important goal in the contemporary digital economies. The chapter looks at the theme of responsible consumption in digital ecosystems and analyzes the associations between e-commerce sustainability sustainable digital marketplaces and AI-driven recommendation systems. A conceptual framework is suggested to capture the interaction between technological marketplace and consumer-related factors and their possible impact on responsible consumption outcomes. The chapter builds on the emerging debates on sustainable digital transformation in the context of how companies policymakers and technology providers can foster responsible consumption in the digital age.