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Did COVID-19 Support Sustainable Marketing?: Modelling the Enablers of E-Commerce – Online Shopping in the Pandemic
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Author(s): Meenakshi Sharma (University of Petroleum and Energy Studies, India)and Pramod Kumar Painuly (University of Petroleum and Energy Studies, India)
Copyright: 2023
Pages: 16
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch027
Purchase
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Abstract
Around 80% of companies agree that customers would go online for sustainability considerations and their new business model should be digitized for sustainability. The businesses need to analyze the changing consumer behavior; also, there is need to identify the enablers of online purchase and their interrelationships, which would further help the managers in strategy formulation towards competitive sustainability. SSIM was used to find the contextual relationship among the identified sixteen factors of online purchase using expert's opinion. Forty experts in the panel were engaged to suggest the pair-wise comparison. These 16 factors were likely to evaluate the shifting consumer behaviour towards online purchase during COVID-19 pandemic. In the final session, the ranking of all the factors and their interrelationships with each other was evaluated. Interpretative structural modelling with MICMAC analysis was deployed to rank these drivers to identify the most important factors and to establish driver-dependence relationship among these drivers.
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