Conceptualizing Green Strategies’ Effects on Customer Experience in the Context of Omnichannel Retailing

The continuous adoption of environmental sensitive strategies in the context of strategic marketing planning along with the wide diffusion of omnichannel business practices raised challenging research issues towards shedding more light on the mechanics through which such business attempts affect consumer behavior. In parallel, the growing academics’ and practitioners’ interest on measuring the overall customer experience across channels fuel the research need to investigate how customer experience is affected in the context of a continuously evolving business landscape. To this end, this study attempts to conceptualize the effects of green strategies on customer experience in the context of omnichannel retailing though the development of an interdisciplinary conceptual model positioned in the fields of Marketing and Electronic Commerce. For that purpose, the study thoroughly reviews the relevant literature and formulates direct research questions supported by theoretical insights and evolving business practices which are reflected on the interrelationships of the derived conceptual model. This paper provides direct implications for research, as well as some straightforward managerial implications.