*6.4. Further Research*

Following the values in Table 4 on scale reliability, we observe the lowest value for Cronbach's alpha index to be −0.682. We will try to recalibrate the model by changing the questions related to the latent variable W. Consumers' willingness to change their shopping habits to reduce environmental impact. Another aspect we have in mind would be to increase the degree of representativeness of the age categories over 46 years by changing the manner of asking questions. Given our good collaboration with the supermarket chain, we will try to extend the study to other countries where the 'parent company' is present. This aspect would also be a premiere, and we will compare consumer behavior and perception with retailers' responses within the Romanian context but also within other countries where there is a presence.

The action-oriented research can go far beyond the postulated hypotheses derived from the practitioner experience mentioned earlier, the literature review (including gaps identified by us and presented in each area of the literature), as well as our own prior work. It allows for maintaining the appropriate detachment and offers promising areas to work on the new perspective on harmonizing consumers' willingness to change their shopping habits to reduce environmental impact, their possibilities of spending more on sustainable products, and retailers' ability to process the context of consumption patterns in order to educate consumers regarding sustainable consumption (making them feel good about it beyond simply the price), keep sustainability promises, and keep up with the pace of digital transformation.

**Author Contributions:** All authors were involved in conceptualization, methodology, software, validation, formal analysis, investigation, resources, data curation, writing—original draft preparation, writing—review and editing, visualization, supervision, project administration, funding acquisition. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received no external funding.

**Informed Consent Statement:** Informed consent was obtained from all subjects involved in the study.

**Data Availability Statement:** From reference [154]: Romanian Distribution Committee. Top Retailers of the Romanian Market by Number of Stores (2021). The study was conducted by me, Theodor Purcarea, as President of the Romanian Distribution Committee and Editor-in Chief of the Romanian Distribution Committee Magazine, together with George Cosmin Tanase (my former student), Member of the Editorial Board of the Romanian Distribution Committee Committee. I, Theodor Purcarea, have posted this News on 12 December 2022.

**Conflicts of Interest:** The authors declare no conflict of interest.
