Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior
This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustain...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/129 |
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| author | Xinyu Yao Yanfeng Liu Guanqiu Qi |
| author_facet | Xinyu Yao Yanfeng Liu Guanqiu Qi |
| author_sort | Xinyu Yao |
| collection | DOAJ |
| description | This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced through an omni-channel retail strategy. Survey responses from 405 participants were analyzed using structural equation modeling. Results show that attitudes, subjective norms, and perceived behavioral control are key determinants of practical BORS policy. The study found that environmental awareness significantly influenced BORS adoption directly and indirectly by enhancing perceived behavioral control, whereas consequence awareness primarily affected adoption by shaping consumer attitudes. Compared with consumers who choose to return online, consumers who prefer in-store returns show higher environmental awareness, highlighting the environmental advantages of BORS. In addition, the BORS policy improves overall shopping satisfaction by integrating the convenient process of online purchases and offline returns, allowing consumers to switch freely between different channels. These findings provide valuable insights for retailers and policymakers seeking to promote sustainable consumer behavior to effectively promote the importance of sustainable retail practices. |
| format | Article |
| id | doaj-art-763f43a5d75e4532bb696b80ea569af6 |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-763f43a5d75e4532bb696b80ea569af62025-08-20T02:53:20ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-10-011942694271310.3390/jtaer19040129Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned BehaviorXinyu Yao0Yanfeng Liu1Guanqiu Qi2Department of International Trade and Logistics, Chung-Ang University, Seoul 06974, Republic of KoreaGraduate School of Management of Technology, Pukyong National University, Busan 48547, Republic of KoreaDepartment of International Logistics, Chung-Ang University, Seoul 06974, Republic of KoreaThis study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced through an omni-channel retail strategy. Survey responses from 405 participants were analyzed using structural equation modeling. Results show that attitudes, subjective norms, and perceived behavioral control are key determinants of practical BORS policy. The study found that environmental awareness significantly influenced BORS adoption directly and indirectly by enhancing perceived behavioral control, whereas consequence awareness primarily affected adoption by shaping consumer attitudes. Compared with consumers who choose to return online, consumers who prefer in-store returns show higher environmental awareness, highlighting the environmental advantages of BORS. In addition, the BORS policy improves overall shopping satisfaction by integrating the convenient process of online purchases and offline returns, allowing consumers to switch freely between different channels. These findings provide valuable insights for retailers and policymakers seeking to promote sustainable consumer behavior to effectively promote the importance of sustainable retail practices.https://www.mdpi.com/0718-1876/19/4/129buy-online-and-return-in-store policyomni-channel strategyenvironmental awarenesstheory of planned behaviorsustainable consumptionconsumer behavior |
| spellingShingle | Xinyu Yao Yanfeng Liu Guanqiu Qi Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior Journal of Theoretical and Applied Electronic Commerce Research buy-online-and-return-in-store policy omni-channel strategy environmental awareness theory of planned behavior sustainable consumption consumer behavior |
| title | Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior |
| title_full | Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior |
| title_fullStr | Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior |
| title_full_unstemmed | Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior |
| title_short | Enhancing Environmental Awareness for Sustainable Retail: Analysis of the Buy-Online-and-Return-in-Store Policy Adoption Using Theory of Planned Behavior |
| title_sort | enhancing environmental awareness for sustainable retail analysis of the buy online and return in store policy adoption using theory of planned behavior |
| topic | buy-online-and-return-in-store policy omni-channel strategy environmental awareness theory of planned behavior sustainable consumption consumer behavior |
| url | https://www.mdpi.com/0718-1876/19/4/129 |
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