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Title: Green omnichannel capability and brand loyalty management: organisational assessments of customer green perception and behaviour in Thai businesses

Authors: Kanyarat Sukhawatthanakun

Addresses: Business Administration Department, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, 47000, Thailand

Abstract: This study examines how green omnichannel capability supports brand loyalty management through customer green perception and green customer behaviour. Survey data were collected from 600 businesses in Thailand and analysed using structural equation modelling. The results show that green omnichannel capability positively influences customer green perception (β 9 0.609) and green customer behaviour (β = 0.404). Customer green perception also positively influences green customer behaviour (β = 0.350). In addition, customer green perception (β = 0.413) and green customer behaviour (β = 0.382) positively influence brand loyalty management. All hypothesised paths were significant at p < 0.001. The model explains 50.5% of the variance in brand loyalty management. The findings position green omnichannel capability as a market-facing business innovation capability. As the data were obtained from organisational respondents, the customer-related constructs are interpreted as managerial assessments rather than direct customer-level evidence.

Keywords: green omnichannel capability; customer green perception; green customer behaviour; brand loyalty management; sustainability marketing.

DOI: 10.1504/IJBIR.2026.155572

International Journal of Business Innovation and Research, 2026 Vol.40 No.10, pp.1 - 30

Received: 01 Jun 2026
Accepted: 08 Jul 2026
Published online: 05 Aug 2026 *