Green Consumers’ Responses to Integrated Digital Communication in the Context of Multichannel Retail

Ionica Oncioiu (), Iustin Priescu, Geanina Silviana Banu and Narcis Chirca
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Ionica Oncioiu: Faculty of Economic Sciences, Titu Maiorescu University, 040051 Bucharest, Romania
Iustin Priescu: Department of Informatics, Faculty of Informatics, Titu Maiorescu University, 040051 Bucharest, Romania
Geanina Silviana Banu: Department of Informatics, Faculty of Informatics, Titu Maiorescu University, 040051 Bucharest, Romania
Narcis Chirca: Urology Department of Clinical Hospital “Prof. Dr. Th Burghele” Bucharest, 050659 Bucharest, Romania

Sustainability, 2023, vol. 15, issue 2, 1-17

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.

Keywords: integrated digital communication; green consumer behavior; multichannel retailing; green advertising (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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