The Effect of Retail Store Atmosphere on Consumption of Ethical Products

14.11.2019 12:00 – 13:00

INSTITUTE OF MANAGEMENT / ABSTRACT

Consumers’ growing awareness in matters such as climate change, child labor, unfair wages and animal testing has led to a growing interest in pro-environmental and pro-social products. In this research we refer to such products as ethical products or those products with Fair trade, Organic or BIO labels. We explore ethical purchases in a domain over which marketers have significant control: retail atmospherics. Findings in the retail atmosphere literature suggest that the aggregated set of retail atmospherics affect consumers purchases (Baker et al. 2002). Extending these results, we find that retail stores with a prestigious atmosphere increase willingness to buy ethical products. While examining several alternative explanations, we propose that this is the case because the positive store image of prestigious stores helps consumers to reconcile the ambiguity and uncertainty associated with ethical products. Consequently, consumers perceive the ethical product as superior over its standard counterpart when shopping in a prestigious store, increasing their willingness to buy ethically.

Lieu

Bâtiment: Uni Mail

Boulevard du Pont-d'Arve 40
1205 Geneva

Room: M 3250, 3rd floor

Organisé par

Faculté d'économie et de management
Institute of Management

Intervenants

Francine ESPINOZA PETERSEN, Faculty of Business and Economics (HEC), University of Lausanne

entrée libre

Classement

Catégorie: Séminaire

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