Integrating Sustainability and Corporate Social Responsibility in Omnichannel Retailing: Strategies, Challenges, And Opportunities

Abstract

Abstract. In the dynamic world of global retailing, omnichannel strategies have become the dominant model of providing integrated consumer experiences on both physical and digital channels. Keeping pace with societal expectations and regulatory demands for accountability for ethics and environment, incorporating sustainability and corporate social responsibility (CSR) in omnichannel constructs has become a necessity. This study explores the conceptual, strategic, and operational dimensions of embedding sustainability and CSR in omnichannel retailing. This paper adopts a conceptual review approach, especially in Malaysia, this research defines sustainable sourcing, eco-friendly logistics, green digital infrastructure, and CSR-based customer engagement as key strategies. Simultaneously, strategic values to adopters are provided by such opportunities as increased brand trust, readiness for regulation, and long-term cost efficiencies. Moreover, the paper emphasises the rising place of AI, big data, and IoT in the optimisation of sustainable operations and sets importance of defining measurable CSR indicators. Adaptability in the regions and inter-sector collaboration especially with NGOs and governmental organisations are known as necessities for scalable and authentic implementation. The findings suggest the need for more empirical studies and the standardisation of frameworks to help retailers find ways to address the challenges and exploit the competitive benefits of sustainability-driven omnichannel retailing, in both developed and emerging markets. 

Keywords:  omnichannel retailing, sustainability, corporate social responsibility, digital transformation