Social Issues and Consumer Behavior in Omni‐Channel Ecosystem: Interpretive Ranking Process (IRP)‐Sentiment Analysis Linked Systematic Review

Kalidas Kaman · Arun Kumar Deshmukh

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Environmental Sustainability in Business

Abstract

ABSTRACT Integrating various retail channels in the omni‐channel shopping ecosystem presents significant social issues, including consumer privacy and sustainable consumption, which profoundly influence consumer behavior. This study examines the influence of social issues on consumer behavior within the omni‐channel shopping ecosystem through a multimethod perspective comprising a systematic literature review (SLR), an interpretive ranking process (IRP) approach, and sentiment analyses. Integrating various retail channels—physical stores, e‐commerce, mobile apps, social media, and emerging technologies—highlights critical social issues, such as consumer privacy and sustainable consumption. Using the PRISMA protocol and the ADO (antecedents, decisions, and outcomes) framework, we synthesized 71 studies published between 2000 and 2024. The SLR identifies key antecedents (peer interactions, convenience, and hedonic motivation), mediators (innovation, green supply chains, and trust), and moderators (self‐awareness and environmental knowledge) that impact consumer behavior. The IRP analysis, utilizing cross‐interaction matrices and dominance assessments, reveals that peer interactions and innovation are dominant factors influencing shopping intentions, customer satisfaction, and sustainable consumption. Furthermore, sentiment analysis of user comments on platforms like YouTube and Reddit reveals mixed reactions with concerns about privacy, transparency, and the credibility of sustainability claims, impacting brand trust. The study offers insights into how these social dynamics impact consumer behavior. It provides a comprehensive framework to guide businesses and policymakers in aligning their strategies with socially conscious consumer expectations, thereby fostering trust, satisfaction, and sustainability in the omni‐channel retail environment.

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References

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