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    Effects of channel integration on the omnichannel customer experience
    (Cogent OA, 2024-01-01)
    This paper seeks to fill existing knowledge gaps regarding the relationship between channel integration and the omnichannel customer experience using a multidimensional approach to both constructs. The study was performed among 516 retail buyers in Peru who use an omnichannel strategy. The results show that the integration of pricing and product, transaction information, and order fulfilment significantly impact the affective and cognitive experience of the omnichannel customer. Furthermore, the integration of promotion affects the relational and sensorial customer experience. Retail spaces are thus important for ensuring the consistency of promotions and advertising, not only for rational messages but for visual impressions and sensorial messages in general. The integration of the service impacts physical, relational, and affective customer experience, while the integration of access to information shows an effect on the physical and sensorial customer experience.
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    Health consciousness, hedonic and eudaimonic motivations in green purchase intention among Generation Z
    (Cogent OA, 2025-07-09)
    This study analyzes the determinants of green purchase intention among Generation Z consumers, considering health consciousness, environmental knowledge, and hedonic and eudaimonic motivations. Using a structural equation model (PLS-SEM), this study examines how these variables influence environmental attitudes, ultimately leading to green purchase intention. Both eudaimonic and hedonic motivations, along with health consciousness and environmental knowledge, play crucial roles in decision-making related to green products. These insights contribute to theory and practice by providing guidance for marketing strategies and public policies aimed at promoting sustainable consumption, particularly by emphasizing emotional and health-related factors.
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