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Shopping well-being: the role of congruity and shoppers’ characteristics

Kamel El Hedhli ( Qatar University , Doha, Qatar)
Imene Becheur ( Qatar University , Doha, Qatar)
Haithem Zourrig ( Kent state university at Stark , North Canton, Ohio, USA)
Walid Chaouali ( International Institute for Higher Education in Morocco , Rabat, Morocco)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 4 February 2021

Issue publication date: 11 May 2021




Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern some of the key antecedents of shopping well-being by particularly focusing on the role of congruity. Furthermore, the study explores whether shoppers’ demographic characteristics moderate the effects of congruity on shopping well-being.


Data were collected from a survey of actual shoppers in two urban Canadian shopping malls via a mall intercept. Structural equation modeling using SmartPLS was conducted to validate the study’s model.


Functional congruity has a stronger effect than self-congruity on shopping well-being. Shoppers’ demographic variables do not generally act as moderators in the investigated linkages.

Practical implications

This study can help mall managers formulate better marketing programs that would ultimately enhance shopping well-being.


The study advances the retailing literature by putting forward a conceptual model that remedies identified shortcomings related to functional and self-congruity and establishes new linkages between functional congruity, self-congruity and shopping well-being. Furthermore, the study explores whether shoppers’ demographic variables moderate the effects of functional and self-congruity on shopping well-being.



The first and third authors dedicate this paper to the memory of Prof. Jean-Charles Chebat (1945–2019).


El Hedhli, K., Becheur, I., Zourrig, H. and Chaouali, W. (2021), "Shopping well-being: the role of congruity and shoppers’ characteristics", Journal of Consumer Marketing, Vol. 38 No. 3, pp. 293-304.



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