Mix Method Assessment of Sustainable Consumption Preferences Towards Omni-Channel Operations

This study investigates consumer perceptions towards sustainable omnichannel operations and evaluates their effects on consumer decision-making. This study helps to find differences and commonalities in consumer preferences (i.e., difficulties customers face while ordering goods or services) that assist businesses in making decisions. An extensive survey and statistical analysis were performed on the responses collected over sustainable purchasing decisions. The Shapiro-Wilk’s test for non-parametric data (i.e. consumer preference for omnichannel services) combined with Mann-Whitney U-test was performed using SPSS. It was found that consumers prioritize seamless experience, sustainability efforts (SDG 12), technological integration and customer service. Different demographic groups valued sustainability, with transparent practices being the most valuable. A visualization over consumer preference for sustainable products was performed using PowerBI. It was also found that consumers prefer durability, composition, and comfort over price in apparel products. These factors will boost consumers’ brand loyalty towards certain brands. The findings can contribute to knowledge (consumer attitude and behaviour) and offer practical guidance to businesses trying to combine industry standards, customer expectations, and long-term outcomes in the future.