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Sustainable Business Model in B2C Online Retailing

The main purpose of the chapter is to empirically analyze the impact of trust, innovation, usefulness, concentrated product category, and customer support service on commitment which in turn influences eWOM and sustainable consumption. Sustainable consumption ultimately influences sustainable competitive advantage. The study has adopted SEM approach, where an instrument was developed in the form of structured questionnaire (using both EFA and CFA) regarding the above-mentioned variables. A survey has been conducted via online and offline mode in the state of Jammu and Kashmir (India) and a sample of 589 respondents has been drawn randomly from the population of e-shoppers. The results of the study have revealed that sustainable online shopping dimensions have a significantly positive impact on the commitment which in turn has a significantly positive influence on eWOM and sustainable consumption. The study has unique contribution in the online retail industry, which is continuously incurring huge losses in the online marketplace by incorporating sustainability dimensions in B2C business models.