Abstract:
Omnichannel marketing has become a powerful approach for ‘squeezing’
various communication and sales channels to create seamless and cohesive
shopping experiences. Moreover, it is more than just a matter of convenience; it
is an essential platform through which it is possible to promote sustainable
consumer behaviours. Omnichannel marketing in the context of the Sri Lankan
fashion industry can align consumer preferences with the sustainability goals of
the fashion industry. This research examines the role of five critical dimensions
of omnichannel marketing—connectivity, integration, consistency, flexibility,
and personalisation—as drivers of sustainable buying behaviour. Quantitative
methodology was employed using self-developed questionnaires distributed to
385 respondents. Consumer sustainable behaviours were in-depth analysed
using a 5-point Likert scale to capture the responses. The findings detail that all
omnichannel dimensions are statistically significantly related to sustainable
consumer decision making, while connectivity and personalisation are the most
influential factors. Results show that personalisation has the most significant
positive impact on consumer sustainable buying behaviour. The results offer
essential learnings for marketers and retailers planning to integrate
sustainability into their omnichannel strategies. In this study, consumer
behaviour theories are extended and omnichannel marketing is linked to
sustainability concepts, which are then translated into practical business
recommendations. This research contributes to the burgeoning discourse on
sustainable marketing practices in emerging markets such as Sri Lanka by
illuminating the interstitial space between digital innovation and environmental
responsibility.
