Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

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Mix Method Assessment of Sustainable Consumption Preferences Towards Omni-Channel Operations

Authors
Ronak Lalchandani1, Asmita Chitnis1, Rahul Priyadarshi1, *
1Symbiosis Institute of International Business (SIIB), Symbiosis International (Deemed to be University), Pune, India
*Corresponding author. Email: rahul.mbm2012@gmail.com
Corresponding Author
Rahul Priyadarshi
Available Online 17 October 2024.
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.

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Volume Title
Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 October 2024
ISBN
978-94-6463-544-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-544-7_32How to use a DOI?
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

risenwbib
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  -