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

Because of the fast rise Internet commerce, a firm now has access to plethora new communication channels in addition conventional ones and problem is determining best balance physical online channels. Due fact that their role value chain be close green consumers, these businesses can effectively implement multichannel strategies. The purpose this study determine how use integrated digital could change customers act retail. data from 396 respondents with retailing experience were collected conduct an empirical investigation on social media platforms, i.e., Twitter, Facebook, Instagram, which was then analyzed using structural equation modeling (SEM). study’s findings emphasized significance planning, implementing, regulating one hand impacts recognizing unique demands information retail other. relevance it provides insights into consumer decision-making research manage relationships.