Green Online Retailer Towards Brand Sustainability

Authors

  • Edwin Joyo Hutomo BINUS Entrepreneurship Center, Management Department, Bina Nusantara University, Jakarta
  • Yud Buana BINUS Entrepreneurship Center, Management Department, Bina Nusantara University, Jakarta
  • Yohanes Jhony Kurniawan STMA Trisakti, Jakarta

DOI:

https://doi.org/10.37329/ganaya.v4i2.1427

Keywords:

Sustainability, Brand sustainability, Green online retailer, Triple bottom line, Paradigm shift

Abstract

The shift in shopping methods from physical (offline) stores to virtual (online) stores has crystallized even more. Gradually the shift allows consumers to feel easy and comfortable in respect to buying products by online methods. This earliness paradigm shift becomes interesting if it becomes a topic of the research regarding the possibility of its sustainability in the triple bottom line. The clarity of the consumer's perspective on brand sustainability in terms of the main three pillars is being tested to clarify the roots of the paradigm by becoming a hypothesis in this research. The hypothesis was tested using Structural Equation Modeling on the answers of 278 respondents to identify the significant path. The findings are quite surprising so that entrepreneurs require to put forward the sustainability side of their brand. Future research should be aimed at adding more detailed factors related to the need for the process of achieving sustainability.

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Published

01-10-2021

How to Cite

Hutomo, E. J., Buana, Y. ., & Kurniawan, Y. J. (2021). Green Online Retailer Towards Brand Sustainability. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 4(2), 827–845. https://doi.org/10.37329/ganaya.v4i2.1427

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