Search results

People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers.

The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit.

Shopping centers are, by definition, spaces with a high level of design of the commercial environment. In this case, as evidenced in the results of this research, the design of ecological spaces and environments has the potential of becoming a field of interest for the commercial management of shopping centers, given its potential effect on visiting and shopping intentions.

The main originality of this study was to empirically include and demonstrate the influence of design and natural eco-environment on the intention to visit, along with other elements considered in previous investigations. Therefore, identification of specific empirical findings related to the way attraction factors work allows marketing directors and managers to improve their management decisions concerning design and implementation of marketing strategies, tactical decision guidance, decision-making assessment or control, and the proposal of alternative positioning attributes, such as the design, management, and arrangement of eco-natural environments that allow to increase the number of visits and purchases within these establishments.

The mall industry in Latin America has grown rapidly in the past decade, offering diverse proposals oriented to improving the attractiveness of this commerce format; along this line, despite the fact that several studies have analyzed variables from an ecological perspective based on the relationship of the physical space with the consumers (from a marketing context), there is shortage in research regarding alternative attractiveness factors inspired by nature, although its connection with people’s behavior has been confirmed. Therefore, the purpose of this paper is to answer the following question: Is the perception of environments with natural resources displayed in malls an alternative attractiveness factor for visitors? Thus, does it benefit its own competitive management against other attractiveness variables that focus on offering variety, accessibility, physical design and entertainment?

The quantitative method is an exploratory factor analysis that is followed by a confirmatory analysis and resulting in a measurement model based on 470 effective questionnaires. The exploratory and confirmatory nature focused on multidimensional verification of the measurement model (including the validation of the eco-natural environment) justified this choice in consistence with prior research that has used goodness of fit criteria.

The paper not only suggests the existence of a perception factor in the eco-natural environment, but it also determines its comparative importance over other traditional attractiveness factors reported in scientific literature. Particularly because commercial attractiveness is a consequence of how marketing variables are managed by malls and of how consumers respond to said variables, benefiting the visit’s experience.

The paper contributes to malls’ competitive management by suggesting and proving the importance of the eco-natural environment as a commercial attractiveness factor; thus, the results encourage this format’s developers to take into account new ways of persuasion considering its progressive and competitive rise in the past years in Latin America.

There is shortage of research on alternative attractiveness factors for malls; therefore, contrasting the eco-natural environment in a measurement model of commercial attractiveness allows contributing strategic information to the industry, which in turn constitutes an innovative resource to lure and motivate visitors. On the other hand, the paper contributes the state of knowledge of environmental variables over consumers’ assessments.

La industria de los centros comerciales en américa latina ha crecido rápidamente en la última década caracterizándose por diversas propuestas orientadas a mejorar la capacidad de atracción de estos formatos de comercio; en esta línea, a pesar de que existen varios estudios que han analizado dichas variables desde una perspectiva ecológica basada en la relación del ambiente físico con los consumidores en el contexto de marketing, existe una escases de investigación sobre factores alternativos de atracción inspirados en la naturaleza pese a su ya comprobada relación sobre el comportamiento de las personas. Por tanto, este documento tiene como objetivo responder a la siguiente pregunta: ¿La percepción de ambientes con recursos naturales dispuestos en centros comerciales son un factor alternativo de atracción para visitantes? y, por tanto, puede favorecer su propia gestión competitiva frente a otras variables de atracción centradas en la variedad de la oferta, la accesibilidad, el diseño físico y el entretenimiento.

El método cuantitativo corresponde a un análisis factorial exploratorio seguido por un análisis confirmatorio obteniendo un modelo de medida a partir de 470 cuestionarios efectivos. La naturaleza exploratoria y confirmatoria centrada en comprobación multidimensional del modelo de medida (incluyendo la validación del ambiente eco-natural) justificó esta elección en coherencia a investigaciones antecedentes que han utilizado criterios de bondad del ajuste.

La investigación no solamente sugiere la existencia del factor de percepción del ambiente eco-natural, sino que también permite determinar su importancia comparativa sobre otros factores tradicionales de atracción reportados por la literatura científica. Particularmente debido a que la atracción comercial es una consecuencia de cómo gestionan las variables de mercadeo los centros comerciales y de cómo responden los consumidores a dichas variables favoreciendo su experiencia de visita.

La investigación contribuye a la gestión competitiva de los centros comerciales al sugerir y demostrar la importancia del ambiente eco-natural como factor de atracción comercial, ante lo cual, los resultados alientan a desarrolladores de estos formatos a considerar nuevas formas de persuasión teniendo en cuenta su aumento progresivo y competitivo en los últimos años en américa latina.

Existe escases de investigaciones sobre nuevos factores alternativos de atracción para centros comerciales, en esta línea, contrastar el ambiente eco-natural en un modelo de medida de atracción comercial, permite aportar información estratégica a la industria constituyéndose un recurso innovador para conquistar e incentivar a visitantes. Por otra parte, la investigación logra aportar al estado de conocimiento de las variables ambientales sobre las evaluaciones del consumidor.

Ambiente ecológico, Ambiente de naturaleza, Factores de atracción,Centros comerciales

Trabajo de investigación

O setor de shopping centers na América Latina cresceu rapidamente na última década, oferecendo diversas propostas orientadas para melhorar a atratividade deste formato de comércio; Nessa linha, apesar de vários estudos terem analisado variáveis de uma perspectiva ecológica a partir da relação do espaço físico com os consumidores (de um contexto de marketing), há escassez de pesquisas sobre fatores de atração alternativos inspirados na natureza, embora a conexão com o comportamento das pessoas foi confirmada. Portanto, o objetivo deste documento é responder a seguinte pergunta: A percepção de ambientes com recursos naturais apresenta nos shoppings um fator de atratividade alternativo para os visitantes? Assim, beneficia a sua própria gestão competitiva contra outras variáveis de atratividade que se concentram em oferecer variedade, acessibilidade, design físico e entretenimento?

O método quantitativo é uma análise fatorial exploratória que é seguida por uma análise confirmatória e resulta em um modelo de mensuração baseado em 470 questionários efetivos. A natureza exploratória e confirmatória focada na verificação multidimensional do modelo de mensuração (incluindo a validação do ambiente eco-natural) justificou essa escolha em consistência com pesquisas anteriores que utilizaram critérios de qualidade de ajuste.

A pesquisa não apenas sugere a existência de um fator de percepção no ambiente eco-natural, mas também determina sua importância comparativa em relação a outros fatores de atratividade tradicionais relatados na literatura científica. Particularmente porque a atratividade comercial é uma consequência de como as variáveis de marketing são gerenciadas pelos shoppings e de como os consumidores respondem a essas variáveis, beneficiando a experiência da visita.

A pesquisa contribui para a gestão competitiva dos shoppings ao sugerir e comprovar a importância do ambiente ecologicamente natural como fator de atratividade comercial, assim, os resultados incentivam os desenvolvedores deste formato a levar em conta novas formas de persuasão, considerando sua progressividade e competitividade em aumento nos últimos anos na América Latina.

Há escassez de pesquisas sobre fatores de atratividade alternativos para shoppings, portanto, contrastando o ambiente eco-natural em um modelo de mensuração de atratividade comercial permite contribuir com informações estratégicas para a indústria, que por sua vez constitui um recurso inovador para atrair e motivar visitantes. Por outro lado, a pesquisa contribui para o estado do conhecimento das variáveis ambientais sobre as avaliações dos consumidores.

Ambiente ecológico, Ambiente de natureza, Fatores de atracção, Shopping

Artigo de pesquisa

The purpose of this paper is to focus on the effects of indoor plants on customers' shopping decisions in the restaurant environment.

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.

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.

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.

This chapter highlights the importance of eco-quality and eco-standards as a determinant of socially responsible trading management and marketing. Starting from the premise that ecology internationalizes and becomes determinant of socially responsible marketing and management, we analyse trade competitiveness based on quality, marketing strategy for quality in trade, and correlation of trade and ecology.

Based on literature about quality and quality management, this chapter starts with an analysis of the importance of quality for trade and marketing strategy for quality in trade. Analysis shows that the issue of quality has always been present in trade, but mostly as a commercial requirement in the forming and functioning of buying and selling relations. However, the quality of products and services that are subject of buying and selling relations between producers, trade, and consumers cannot be viewed outside of space and time. It has its own evolution, which is closely related to the needs and demands of consumers. Historically observing, it can be concluded that the quality of the trade in market-developed countries has evolved from elementary characteristics of assortment quality (durability, utility), over the quality of service, to the eco-quality. Direction of quality evolution was determined by development of ecological awareness regarding vulnerability of the nature and environment. This is why the economies of certain countries are at different levels in terms of ecological economics and eco-quality.

It’s discovered that the consumer creates direction of evolution of eco-marketing and eco-management. He is becoming an active participant in the creation of “eco-package offer” of trading enterprises. Obliviousness of the eco-quality aspect, from trade toward the customer, represents an antimarketing act. Ecologically irresponsible management has double “punishment.” On the one hand, “punishment” comes from the consumer who does not buy the product, and on the other hand, socioeconomic environment is punishing it by using “polluter pays” principle. In order to act as an incentive for the creation of an eco-responsible marketing management, European Union (EU), World Bank, and European Bank for Reconstruction and Development have established a Fund for protection of the environment. Countries with recent label “in transition” (Poland, Czech Republic, and Slovakia) are allocating 2% of GDP for protection of the environment, while our country allocates less than 1% of GDP.

The chapter provides a starting point for further research in the field of ecological aspects of trade and correlation of trade and ecology.

The purpose of this study is to test the relationship between mall relevance dimensions [(functional relevance (FNR), symbolic relevance (SYR), social relevance (SOR) and environmental relevance (ENR)] and shoppers' well-being (SWB), which in turn influences mall loyalty (ML). In addition, this study aims to investigate the moderating effect of social media celebrities (SMCs) on the association between SWB and ML.

A mall intercept survey was used to collect responses from mall shoppers. The authors received 426 valid responses from mall shoppers in Pakistan's three metropolitan cities (i.e. Karachi, Lahore and Islamabad). To test the hypotheses, partial least squares structural equation modelling (PLS-SEM) was used.

Findings reveal that FNR, SYR, ENR and SOR significantly and positively influence SWB. Similarly, SWB significantly affects ML. Moreover, SMCs moderate the positive relationship between SWB and ML.

This study is one of the pioneer studies examining mall relevance dimensions on SWB. In addition, this study contributes to the retailing literature by testing the moderation effect of SMCs on the relationship between SWB and ML. Likewise, this study provides insights for mall administration to focus on mall relevance in terms of FNR, SYR, ENR and SOR to enhance the current and prospects' SWB. Next, SMCs play a key role in enhancing SWB and ML.

The aim of this chapter is to highlight the importance of sustainable development, especially its environmental component in trade and retail sector of the Republic of Serbia. Due to a number of factors, such as increased consumer awareness on the importance of eco-products, new statutory and legal regulations, and increased competition, retail chains are increasingly oriented to the concept of sustainable development, in particular promoting its environmental component, eco-products, and eco packaging. Trade, especially retail, plays an important role in linking producers and consumers, and society as a whole. In this way, trade has a good overview of all the changes occurring in the environment, production, and consumer needs. Changes in the environment further stimulate trade to operate in accordance with the principles of sustainable development, including all its dimensions. In this regard, special attention is paid to the protection of working and living environment, as components of sustainable development. The chapter includes a review of literature in the field of sustainable development and application of this concept in the trade and retail sector. The theoretical aspect of the research focuses on conceptualization of sustainable development and its environmental component in trade and retail. With reference to theoretical research on the implementation of environmental component of sustainable development in trade, empirical research has been conducted from two aspects. First, analysis focuses on the performance and socio-economic importance of trade sector of the Republic of Serbia, as well as the number of ISO 14001 certificates in trading companies. Second, analysis shifts to the largest trading companies in the Republic of Serbia, based on available secondary data on the implementation of the concept of sustainable development and its environmental component.

The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined.

The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments.

This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently.

This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

Over the last century, marketing has evolved from a simple sales support role to a complete strategic business department focused on satisfying the consumer to ensure better company results. With this end objective, marketers incessantly look for consumer data to better understand the consumer. Identifying the customer needs is vital to offer the right product, with the right price, at the right place and with the best promotion. However, consumer-centric companies have to deal with powerful clients in an environment more competitive than ever. In parallel, significant concern about sustainability has grown. The impact of humankind on the planet and how companies redefine their business models to satisfy consumers are trending topics, especially in countries where consumers are informed and concerned by the impact of humankind on the planet. Thus, customers request sustainable companies to offer sustainable products and services. However, transforming the business models, reviewing the supply chains or developing green products is not easy. Companies fail to respect consumer demand. Thus, professionals can ‘greenwash’ procedures generating, in the long run, a solid negative feeling of scepticism towards companies and, more specifically, towards marketers. Developing sustainable products, educating the market and supporting clients with accurate information should be the end goal of all marketers who truly believe in customer-centric organisations and want to build a sustainable customer relationship.

This paper aims to examine the effects of natural plants on satisfaction and loyalty in the hospitality servicescape and provides a theoretical framework explaining the underlying processes.

An experimental study (plants vs no-plants) was conducted in a restaurant with a sample of 119 individuals. Data were analyzed using ANOVA and bootstrapping moderated mediation analysis (Hayes, 2013).

The results of the study confirmed significant effects of indoor natural plants on consumers’ satisfaction and loyalty, mediated by the experiential value components of aesthetic value, service excellence and escapism. The absence of an interaction of these influences with consumers’ connectedness to nature indicates that the beneficial effects of indoor plants universally affect all individuals, independent of their personal degree of feeling connected with nature.

Indoor natural plants as ambient elements in restaurants can improve satisfaction and loyalty by enhancing the dimensions of aesthetics and escapism of the service experience, as well as the perception of service quality.

This is the first experimental study analyzing the effects of indoor plants on customer satisfaction and loyalty conducted in a real-life restaurant setting using actual plants. The findings contribute theoretically by providing an integrated conceptual model of the satisfaction and loyalty effects of atmospheric stimuli (i.e. plants) in the hospitality servicescape, which offers a process explanation based on the mediating influence of aesthetic value and the sequential mediations of aesthetic value → service excellence and aesthetic value → escapism.