The Role of Customer Relationship Management in Boosting Sales of Eco-Friendly Products of Online Stores

Neetu Pareek () and Akhil Goyal ()
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Neetu Pareek: NIMS University, Department of Management and Commerce
Akhil Goyal: NIMS University, Department of Management and Commerce

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 491-500 from Springer

Abstract: Abstract The aim of this study is to explore the ways in which different customer relationship management (CRM) tactics, such customized marketing campaigns, loyalty initiatives, and focused promotions, impact consumer buying patterns and boost the sales of eco-friendly items. The study uses a quantitative research approach, using structured questionnaires to gather primary data from a sample of eighty respondents. Customers who have previously bought eco-friendly items from online retailers make up the responders. Utilizing statistical tests including regression analysis and correlation, data has been analyzed using SPSS to assess the associations between CRM initiatives and the propensity to purchase eco-friendly items from online retailers. The result shown no significant impact of CRM activities on the likelihood of buying eco-friendly products from online stores. However, both frequency of shopping and personalized services provided to customers have shown significant impact on the likelihood of buying eco-friendly products by customers. The research may encounter constraints concerning sample size and generalizability, given that the sample size is limited to 80 participants. The research’s practical implications have great value for online merchants that seek to boost their customer loyalty and promote eco-friendly items through improved CRM methods. This will help them link their commercial goals with sustainability aims. This information can guide the creation of more focused CRM campaigns that increase consumer interaction and help the online retail industry’s sales of environmentally friendly products.

Keywords: CRM; Eco-friendly products; E-Commerce; Online stores (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_32

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