The role of sustainable visual merchandising practices in driving retail sales and building retail store loyalty
As going green is becoming more economically feasible and popular in apparel retail, eco-friendly policies have penetrated stages of fashion industry through apparel production, store maintenance, and retail supply chain (Pegler, 2012). By utilizing sustainable practices in retail, a company does not only benefit the environment, but also creates a positive retail image (Lee, Choi, Youn, and Lee; 2012). More consumers are willing to pay for eco-friendly products; moreover, they want to shop in green stores (Pegler, 2012). Since there is a rising demand for eco-friendly stores, relevant visual merchandising practices are essential to fulfil this need. The purpose of the present study is to identify sustainable visual merchandising practices and gain insight into consumers’ attitude toward such practices and ultimately to find out consumers’ intention to patronize and buy from such retailers which use green visual merchandising practices. Additionally, this study will determine the relationship between consumers’ attitude and retail store loyalty among consumers through sustainable visual merchandising practices. An online survey method will be used to collect data from Iowa State student sample. Data will be analyzed using correlation, regression, and structural equation modeling techniques. Results from this study along with significant practical implications will be discussed.