This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test how affective states affect and mediate the relationship between the nature-based atmosphere and behavior or intention to visit.
Four hypotheses are examined empirically through a model of structural equations using control variables. A survey of 403 consumers distributed in 24 large shopping centers was used.
The findings indicate the influence of the biophilic atmosphere on affective states and the intention to visit. Also, it is shown that affective states mediate in this relationship and effect.
The research suggests that shopping centers are potentially places to take advantage of people’s natural predisposition. Thus, they can combine biophilic architecture and atmosphere with other more traditional factors of attraction to increase the likelihood of visiting. A biophilic atmosphere can improve the attraction capacity within a highly competitive environment, where design and management of space is a topic of special value.
By incorporating the perception of the biophilic atmosphere in consumer evaluations when visiting shopping centers, this research has shown its influence on visiting intentions through affective states. The research proposes an alternative model that can increase and stimulate the attraction of demand and loyalty, as well as strengthening new paths in the field of retail and services marketing.
Ortegón-Cortázar, L. and Royo-Vela, M. (2019), "Effects of the biophilic atmosphere on intention to visit: the affective states’ mediating role", Journal of Services Marketing, Vol. 33 No. 2, pp. 168-180. https://doi.org/10.1108/JSM-01-2018-0019Download as .RIS
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