The Role of Sustainable Visual Merchandising Practices in Predicting Retail Store Loyalty
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
The purpose of the present study was to identify sustainable visual merchandising practices to gain insight into consumers' attitudes toward such practices, to predict consumers' intention to patronize and buy from such retailers which use green visual merchandising practices, and ultimately to predict the store loyalty. Stimulus-Organism-Response framework was used as a supporting framework for the present study. An online survey method was used to collect data. A total of 737 useable surveys were gathered from students (age 18 and above) enrolled at large public U.S. Midwest University. Attitude toward sustainable merchandising practices positively influenced willingness to buy (β = 0.67, p < .000) and patronage intention (β = 0.71, p < .000). Willingness to buy (β = 0.12, p = .33) was not found to have a significant relationship with store loyalty. Patronage intention (β = 0.66, p < .000) positively influenced store loyalty.