The effects of indoor plants on customers' shopping decisions in a restaurant environment
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 14 July 2020
Issue publication date: 27 October 2020
Abstract
Purpose
The purpose of this paper is to focus on the effects of indoor plants on customers' shopping decisions in the restaurant environment.
Design/methodology/approach
The assumption of the research is that there is a relationship between restaurants where indoor plants are used and the customers' shopping decisions (restaurant entry and purchase). A hypothetical study was performed to test this assumption that was based on the digital images of two different restaurants (restaurant with and restaurant without indoor plants) modelled in a virtual environment. The Likert scale questionnaire used in this study was completed by 335 participants.
Findings
Results indicated that restaurants designed with indoor plants had a more positive effect on the shopping decisions of participants than restaurants designed without indoor plants. The statistically significant results between evaluations of customers and their demographic backgrounds were determined. The male participants with a 26–35 age range showed more positive opinions about the plant designed restaurants than female participants with a 36–55 age range. Also, higher education graduate participants showed more positive opinions about the plant designed restaurant than secondary education graduate participants.
Originality/value
This paper reveals a significant relationship between restaurant design and shopping decisions. Results of the study suggest that retailers and designers may be able to make easily stores more appealing for customers by designing them with indoor plants.
Keywords
Acknowledgements
The restaurant space used in this research was designed and visualized by M. Serhat Sezgin on behalf of Zebrano Furniture. We would like to thank Zebrano Furniture and M. Serhat Sezgin for their support. The authors would like to thank Ellen Andrea Yazar for her careful proofreading of the English text and the participants who contributed to the research questionnaire.
Citation
Yildirim, K., Yildirim Kaya, N.N. and Olmus, F. (2020), "The effects of indoor plants on customers' shopping decisions in a restaurant environment", International Journal of Retail & Distribution Management, Vol. 48 No. 12, pp. 1301-1314. https://doi.org/10.1108/IJRDM-02-2020-0053
Publisher
:Emerald Publishing Limited
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