Figure 2
The framework shows initial codes grouped into categories and three main themes. Categories craftsmanship, quality, authenticity, and durability form the theme communication content. Categories store, websites, social media, projects and events, and packaging form the theme communication channels. Categories awareness, excitement, word of mouth, trust, community, and brands advocacy form the theme outcomes of consumersbrand engagement. Initial codes listed on the left are grouped into these categories.Strategies in omnichannel sustainability communication to increase consumer engagement