Sustainable Digital Entrepreneurship and Omnichannel Innovation in Asian Luxury Retail: Balancing Accessibility, Exclusivity, and Responsible Growth
DOI:
https://doi.org/10.66635/wgcrev66Keywords:
Sustainable digital entrepreneurship, Omnichannel innovation, Asian luxury retail, Consumer trust, Sustainable purchase intention', Sustainable purchase intentionAbstract
This paper explores the role of the omnichannel innovation in facilitating sustainable digital entrepreneurship in the Asian luxury retail with a balance between digital accessibility, perceived exclusivity, ethical value, and responsible growth. The article is a response to the evolving luxury shopping landscape where young consumers are starting to embark on their buying experience via digital channels like web pages, Instagram, digital catalogues, influencer postings, and online reviews and shift towards physical shop confirmations. A quantitative descriptive research design was used to collect primary data in the form of a structured questionnaire of 100 young digital-native respondents (primarily between the age of 20 and 25). The research assesses online brand discovery, social media influence, preference of omnichannel shopping, motivation to visit the store, perceived exclusivity, perception of ethical and sustainable brands, consumer trust, and sustainable purchase intention. The results demonstrate that online platforms are the initiating phase of the luxury consumer experience, whereas physical shops continue playing a role in terms of authenticity checks, sensory perception, trust creation, and end-purchase trust. The results of the ANOVA show that there are significant variations in consumer perceptions, depending on digital accessibility, the presence of omnichannel, exclusivity and brand value. The correlation results also indicate that the digital engagement has the potential to impact the purchase intention, though to achieve sustainable growth, trust, ethical communication, experiential value, and responsible brand positioning are essential. The research adopts a sustainable entrepreneurship and retail innovation by demonstrating that omnichannel approaches can assist luxury and high-end businesses to grow in a responsible manner, without obstructing exclusivity, authenticity, and long-lasting consumer connections.
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