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- W4386827005 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." @default.
- W4386827005 created "2023-09-19" @default.
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- W4386827005 date "2023-11-24" @default.
- W4386827005 modified "2023-09-27" @default.
- W4386827005 title "Did COVID-19 Support Sustainable Marketing?" @default.
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- W4386827005 doi "https://doi.org/10.4018/979-8-3693-0019-0.ch027" @default.
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