Digital Interaction on Eco Label Value Chain

Abstract

The main aim of the paper is to expose the state of the art with methodological analysis conducted on digital interaction within online eco labelling value chain. The return on conceptual and experimental experience involves communities of European eco-label on-line retailers to deepen our knowledge about virtual configurations of sharing access to valuable information. The multiple case studies build upon collaborative experience within eco label chain to enlist strategic options about virtual platform of knowledge exchange. Various concerns arise when it comes to enable collective access to sharing eco retailer interaction with own customers due to cultural approach to openness and exposure to risk of shrinking future purchases. Virtual platform design has to facilitate open access to collaborative learning, making sense of digital interaction to discover patterns of future eco purchase behaviour among each company narrative. In the attempt to assist decision makers to interpret the perceived threats, cultural facilitators have to be explored to raise the awareness on eco retailing partnership about the benefits of variety in exploiting digital interaction return on experience. Companies needs guiding with understanding differences in trustfulness and exposure to risk of engaging in collectively sharing company experience in exchange of discovering future eco purchasing profile. Online retailing markets landscape of experimental learning will employ scenarios of matching eco purchasing profiling and retailer’s strategic options about eco future purchase behaviour. The main challenge to face on eco retailing business model concerns how to collectively employ predictive analytics tools to leverage customers’ eco behaviour propensity, while shaping own marketing intelligence tools to match eco value based engagement will strengthen each player’s competitive response. The digital interaction business model on eco label value chain provides facilitators of exposing marketing experience of each retailer in order to collectively engage in shaping and delivering customer experience to influence value based purchasing.