| Title |
Green Consumers' Responses to Integrated Digital Communication in the Context of Multichannel Retail |
| ID_Doc |
62258 |
| Authors |
Oncioiu, I; Priescu, I; Banu, GS; Chirca, N |
| Title |
Green Consumers' Responses to Integrated Digital Communication in the Context of Multichannel Retail |
| Year |
2023 |
| Published |
Sustainability, 15, 2 |
| DOI |
10.3390/su15021419 |
| Abstract |
Because of the fast rise of Internet commerce, a firm now has access to a plethora of new communication channels in addition to conventional ones and the problem is determining the best balance of physical and online channels. Due to the fact that their role in the value chain is to be close to green consumers, these businesses can effectively implement multichannel communication strategies. The purpose of this study is to determine how the use of integrated digital communication could change how green customers act in multichannel retail. The data from 396 respondents with multichannel retailing experience were collected to conduct an empirical investigation on social media platforms, i.e., Twitter, Facebook, and Instagram, which was then analyzed using structural equation modeling (SEM). The study's findings emphasized the significance of planning, implementing, and regulating multichannel communication on the one hand and the impacts of recognizing the unique demands of integrated information and communication of green customers in multichannel retail on the other. The relevance of this study is that it provides insights into green consumer decision-making research and integrated digital communication to manage consumer relationships. |
| Author Keywords |
integrated digital communication; green consumer behavior; multichannel retailing; green advertising |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000927229200001 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://www.mdpi.com/2071-1050/15/2/1419/pdf?version=1674034603
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