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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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