To read this content please select one of the options below:

Relationship sustainability-store equity across segments of retail customers

Antonio Marín-García (Department of Marketing, Facultat d'Economia, Universitat de Valencia, Valencia, Spain)
Irene Gil-Saura (Department of Marketing, Facultat d'Economia, Universitat de Valencia, Valencia, Spain)
Maria-Eugenia Ruiz-Molina (Department of Marketing, Facultat d'Economia, Universitat de Valencia, Valencia, Spain)
Maria Fuentes-Blasco (Department of Management and Marketing, Pablo de Olavide University, Sevilla, Spain)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 14 December 2022

48

Abstract

Purpose

The study of sustainability in retail has experienced an exponential interest in recent years as a result of greater awareness on the part of consumers of the negative effects of the current way of producing and consuming on society and the environment. This work examines the heterogeneous evaluation based on behavioural variables in retail trade and how consumer perceptions towards sustainable practices implemented in stores can influence the overall store equity.

Design/methodology/approach

The authors propose a theoretical model based on the literature, tested through a mixed regression model in a sample of 510 customers of food retail establishments.

Findings

The dimensions of sustainability are postulated as driving forces of brand equity towards the retail establishment. Specifically, social sustainability shows a greater impact on consumer perception, being the main factor in the development of the store's brand equity. Furthermore, the analysis of unobserved heterogeneity identifies three latent classes in which the effects of perceptions on sustainable retail activities vary across consumer segments.

Originality/value

The study analyses in a single model the effect of sustainability dimensions on store equity from the consumer's perspective, analysing the differences between these relationships as a consequence of the unobserved heterogeneity of consumers.

Keywords

Acknowledgements

This research has been developed within the framework of the project Grant PID2020-112660RB-I00 funded by MCIN/AEI/10.13039/501100011033 and the consolidated research group AICO/2021/144 funded by the Conselleria d'Innovació, Universitats, Ciència i Societat Digital of the Generalitat Valenciana.

Citation

Marín-García, A., Gil-Saura, I., Ruiz-Molina, M.-E. and Fuentes-Blasco, M. (2022), "Relationship sustainability-store equity across segments of retail customers", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-12-2021-0585

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles