Mix Method Assessment of Sustainable Consumption Preferences Towards Omni-Channel Operations
- DOI
- 10.2991/978-94-6463-544-7_32How to use a DOI?
- Keywords
- Omnichannel; sustainable consumption preferences; statistical tests; SDG 12
- Abstract
This study investigates consumer perceptions towards sustainable omnichannel operations and evaluates their effects on consumer decision-making. This study helps to find differences and commonalities in consumer preferences (i.e., difficulties customers face while ordering goods or services) that assist businesses in making decisions. An extensive survey and statistical analysis were performed on the responses collected over sustainable purchasing decisions. The Shapiro-Wilk’s test for non-parametric data (i.e. consumer preference for omnichannel services) combined with Mann-Whitney U-test was performed using SPSS. It was found that consumers prioritize seamless experience, sustainability efforts (SDG 12), technological integration and customer service. Different demographic groups valued sustainability, with transparent practices being the most valuable. A visualization over consumer preference for sustainable products was performed using PowerBI. It was also found that consumers prefer durability, composition, and comfort over price in apparel products. These factors will boost consumers’ brand loyalty towards certain brands. The findings can contribute to knowledge (consumer attitude and behaviour) and offer practical guidance to businesses trying to combine industry standards, customer expectations, and long-term outcomes in the future.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Ronak Lalchandani AU - Asmita Chitnis AU - Rahul Priyadarshi PY - 2024 DA - 2024/10/17 TI - Mix Method Assessment of Sustainable Consumption Preferences Towards Omni-Channel Operations BT - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024) PB - Atlantis Press SP - 486 EP - 499 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-544-7_32 DO - 10.2991/978-94-6463-544-7_32 ID - Lalchandani2024 ER -