Impact of Omnichannel Marketing on Consumer Sustainable Buying Behaviour: Special Reference to the Fashion Industry in Sri Lanka.

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.