The Impact of Consumption Utility from Green Retail Environment on Revisit Intention

Paik,, I. , & Kang,, W. (2018). The Impact of Consumption Utility from Green Retail Environment on Revisit Intention. The Journal of Distribution Science, 16(2), 67-81, https://doi.org/https://doi.org/10.15722/jds.16.2.201802.67

copy

Downloaded
Viewed

PDF Download

Abstract

Purpose - Recently the importance of green consumption and corporate social responsibility has been increasing, thereby enhancing the importance of green consumption space as well. The retail space, as a representative consumption space, is now consuming more energy by introducing bigger retail space, 24-hour operation, cutting-edge equipment, and manless checkout system. Especially for retailers, who are constantly interacting with consumers, not only the economic consideration but also the consumer experience via retail service and physical retail space is crucial for their success. Therefore, this study intends to understand the main factors of motivating consumer perception about green retail space. In addition, we further investigate the mediating and moderating variables to encourage revisit intention and green retail space image. Research design, data, and methodology - In order to test our hypotheses with two models, we conducted a survey using questionnaires. In model 1, 356 respondents were surveyed to determine whether consumers' green attitudes and behaviors enhance environmentally friendly perception on retail space properties. In model 2, a questionnaire survey was conducted on 69 consumers who have experience in green retail space. Questionnaire surveys were conducted with on-line panels in Korea and analyzed using regression model and Hayes' PROCESS macro. Results - We found that consumers with green attitude put more importance on the attributes of green retail space. Also, the utility of the green retail space was found to be significant in emotional and social benefits. And, the consumers, who perceived the importance of green retail space, show higher revisit intentions. The emotional and social utilities have significant positive effects on revisit intention through green retail space image. Conclusions - This study demonstrates that a green retail space can induce positive consumer utility, thereby increasing green retail space image and revisit intention. Thus, in order to increase the image and revisit, retailers should communicate green messages with consumers, enhance green attributes of retail space, and target green consumers. To do so, we suggest that various marketing efforts such as publicity and education are needed to appeal experiential green products and retail space to consumers.

keywords: Green Retail Space, Consumption utility, Green Retail Space Image, Revisit Intention

Reference

Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 39(3), 102-120.

Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211.

Amacha, E. B., & Dastane, O. (2017). Sustainability as Determinants of Financial Performance: A Case of Malaysian Corporations. Journal of Asian Finance, Economics and Business, 4(2), 55-68.

Antil, J. H. (1984). Socially Responsible Consumer: Profile and Implication for Public Policy. Journal of Macromarketing, 25(Fall), 18-39.

Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of Green: A Multidimensional Analysis of Environmental Advertising. Journal of Advertising, 24(2), 21-31.

Chegut, A., Eichholtz, P., & Nils, K. (2014). Supply, Demand and the Value of Green Buildings. Urban Studies, 51(1) 22–43.

Choi, K., Kho, H., & Joung, S. (2010). A Qualitative Research on the Characteristics of the Green Consumer. Journal of Korean Home Management Association, 28(5), 183-195.

Dhar, R., Huber, J., & Khan, U. (2007). The Shopping Momentum Effect. Journal of Marketing Research, 44(3), 370-378.

Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors. Journal of Public Policy and Marketing, 10(2), 102-117.

10.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. California London: Addison-Wesley Publishing Company.

11.

Gershoff, A. D., & Frels, J. K. (2015). What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products. Journal of Marketing, 79(January), 97-110.

12.

Hahn, Y., & Kim, D. (2016). Corporate Social Responsibility: A Comparison Analysis. East Asian Journal of Business Management, 6(4). 13-17.

13.

Han, E., & Kim, M. (2002). A Study on the Influence Brand Functions on Behavioral Intention of Consumers. Journal of Korean Association for Advertising and Public Relations, 4(2), 52-86.

14.

Holbrook, M. B., & Hirschman, E. C. (1982). The experience aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.

15.

Huh, J. Y., & Park, H. J. (2008). Decision Structure of Environmental Behavior: Focusing on the Effects of Residential Environment and Environmental Consciousness. Symposium of Korean Sociological Association, 3, 783-792.

16.

Huh, J., & Yu, J. P. (2013). The Effects of Brand Awareness, Perceived Service Quality and Physical Environment on Purchase Intention: Focusing on mediation effect of Congruity. Journal of Consumer Culture Study, 16(2), 17-36.

17.

Hwang, J., & Lee, J. (2014). An Analysis on the Effect of Environmental-Friendly Planning Elements on Residential satisfaction Level of the High-Rise Residential Complex. Journal of Korea Contents Association, 14(3), 438-450.

18.

Jang, J. M., & Park, E. Y. (2016). The Effect of Physical Partitioning on Consumers' Behavioral Intention - The Moderating Role of Prior Experience. Journal of Korean Marketing Association, 31(August), 27-46.

19.

Jeong, H., & Lee, I. (2012). Consumer's Consciousness of the LOHAS Consumption and the Consumption Behavior of the LOHAS Products. International Commerce and Information Review, 14(4), 177-201.

20.

Jeong, M. (2011). Current Status and Future of Green Management in Construction. Global Green Growth Policy, 53(September), 1-15.

21.

Jeong, Y., & Lee, J. (2009). A Comprehensive Framework for Experiential Consumption: The Relationship among Experience traits, Pleasure and Guilty, Reexperience in Experiential consumption. Korea Business Review, 38(2), 523-553.

22.

Jeong, Y. (2010). The study on the factors influencing on the continuous choice of experiential products -Focusing on the experience-related factors and unrelated factors-. Journal of Korean Marketing Association, 25(1), 49-80.

23.

Jin, Y., & Han, I. (2012). The Effect of Cultural Marketing on a Corporate Image and Purchase Intention in the Foodservice Industry. The Korean Journal of Culinary Research, 18(3), 58-71.

24.

Jones, E. E., & Davis, K. E. (1965). From Acts to Dispositions: The Attribution Process in Person Perception. Advance in Experimental Social Psychology, 2, 219-266.

25.

Kang, Y. J. (2015). A Study on eco-friendly Characteristics of Overseas Green Building. Bulletin of Korean Society of Basic Design & Art, 16(3), 1-13.

26.

Karhu, J., Laitala, A., Falkenbach, H., & Sarasoja, A-L. (2012). The green preferences of commercial tenants in Helsinki. Journal of Corporate Real Estate, 14(1), 50-62.

27.

Kim, J. H., & Kang, B. R. (2013). Analysis of the Impact of G-SEED on Office Rent Market. Journal of Korea Real Estate Academy, 55, 61-71.

28.

Kim, K., & Lee, W. (2012). The Effects of Corporate Social Responsibility Activity on Repurchase intentions of Online Shopping Site. Journal of Cyber society and Culture, 3(2), 79-101.

29.

Kim, P., Kim, M., Kim, W., Mehyaoui, O., & Youn, M. (2014). Effects on the Consumer Buying Behavior of an Agricultural Brand in South Korea. Journal of Industrial Distribution & Business, 5(2), 21-28.

30.

Kotler, P. (1997). Marketing Management: Analysis, Planning Implementation and Control (9th ed.). Upper Saddle River, NJ: Prentice-Hall.

31.

Kotler, P., Ahn, K., & Armstrong, G. (2013). Marketing: An Introduction (1st ed.). Seoul: Pearson Education Korea.

32.

Lee, J. H., Noh, J. K., & Kim, I. S. (2000). A Study on the Factors that Influence the Environmentally Concerned Consumption Behavior. Korean Management Review, 29(2), 171-195.

33.

Lee, S. H. (2015). The Influence of Green Product Quality and Green Consumer Behavior on Customer Satisfaction and Customer Loyalty. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 10(6), 37-46.

34.

Lee, S. H., & Yi, Y. (2014). An Integrative Study of Experience Collecting Behavior. Journal of Consumer Studies, 25(4), 23-55.

35.

Lee, Y., Kim, S., Han, D., & Bae, B. (2017). The Influence of Experiential Consumption Value on Re-purchase Intention Through Satisfaction and Commitment: Focused on Franchise Coffee Shop. Korean Journal of Business Administration, 30(1), 2017, 53-77.

36.

Low, G. S., & Lamb Jr., C. W. (2000). The Measurement and Dimensionality of Brand Association. Journal of Product and Brand Management, 9(6), 350-370.

37.

Minton, P. A., & Rose, R. L. (1997). The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business Research, 40(1), 37-48.

38.

Noh, J. P., & Choi, J. Y. (2014). Moderating effect of regulatory focus regarding the effect of environmental and innovative tendency on word-of-mouth and purchase intention for green products. Journal of Product Research, 32(1), 47-63.

39.

Noh, J. (2005). A Study on the Relationship among Personality, Attitude, and Environmentally Concerned Consumption Behavior. Journal of Korean Consumption Culture Study, 8(2), 89-106.

40.

Olson, J. C. (1981). What is an Esthetic Response?. in: Hirschman, E. C. and M. B. Holbrook (1981); Symbolic Consumer Behavior, Ann Arbor(MI): Association for Consumer Research.

41.

Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green Claims and Message Frames: How Green New Products Change Brand Attitude. Journal of Marketing, 78(September), 119-137.

42.

Paik, I., & Kang, W. (2016). Comparative Case Study of Vitalizing Strategy for Large Complex Shopping Malls in Korea and Japan. Journal of Channel and Retailing, 21(3), 55-94.

43.

Park, K., Yu, I., & Song, C. (2012). A Study on the eco-friendly conscience and Consumption Behavior: Focused on the mediating effect of environmental attitude. Journal of Korean Association for Policy and Evaluation, 22(3), 141-163.

44.

Pine, J., & Gilmore, J. H. (1999). The Experience Economy. Boston: Harvard Business School Press.

45.

Shim, H., & Han, S. (2014). Causal Relationship Between Brand Experience and Brand Loyalty by the Types of Products. Journal of Product Research, 32(6), 147-157.

46.

Shin, T., & Kang, M. (2014). The Effects of Socially Responsible Consumers’ Characteristics and Attitudes toward Green Product on Product Trust, Consumer Loyalty, and Purchase Intention. Journal of Regional Studies and Development, 23(1), 115-148.

47.

Sirgy, M. J. (1986). Self-Congruity: Toward a Theory of Personality and Cybernetics. New York, NY: Praeger.

48.

Sohn, Y., & Yoon, K. (2014). The Effects of User Satisfaction By Types of Brand Experience on Brand Attachment and Repurchase Intention: Survey of Users of Samsung Galaxy vs Apple iPhone. Korea Business Review, 43(5), 1595-1626.

49.

Statistics Korea (2016). 2016 Annual Reports of Korean Society. Sejong, Seoul: Retrieved November 15, 2016 from http://kostat.go.kr/portal/korea/kor_nw/2/1/index.board?bmode=read&aSeq=357457

50.

Straughan, R. D., & Roberts, J. A. (1999). Environmental Segmentation Alternatives: A Look at Green Consumer Behavior in the New Millennium. Journal of Consumer Marketing, 16(6), 558-575.

51.

Suh, Y. G., Kim, B. Y., & Moon, Y. J. (2016). Consumer Purchasing Intention and Corporate Brand Aura. Journal of Consumer Studies, 27(1), 27-47.

52.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of Multiple Item Scale. Journal of Retailing, 77(2), 203-220.

53.

Trammell, K. D., & Keshelashvili, A. (2005). Examining the New Influencers: A Self-Presentation Study of A-List Blogs. Journalism & Mass Communication Quarterly, 82(4), 968-982.

54.

U.S. Green Building Council. Retrieved June 24, 2017 from http://www.usgbc.org/leed

55.

Yang, J., Han, S., & Lee, Y. (2014). Impact of Consumer Innovativeness and Value on Eco-Friendly Product Purchase Intention. Korean Journal of Business Administration, 27(11), 1807-1826.

56.

Yoo, P., Kim, Y., & Han, S. (2005). Modern Marketing Theory (6th ed.). Seoul: Park-Young Publishing.

57.

Yoon, J., & Lim, Y. (2011). Study on Correlation of Green Building Certification System and Guidelines - Focused on LEED and Sustainable Building Guidelines in the US. Journal of Architectural Institute of Korea, 27(11), 155-164.

58.

Yoon, S. W., Yang, Y. J., Noh, J. K., & Jeon, J. O. (2006). Effects Environmental Knowledge on Environmentally Conscious Consumer Behavior. Journal of Marketing Management Research, 11(3), 131-147.

59.

Voss, K., R. Spangenberg, E., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310-20.

바로가기메뉴

Article Contents

Vol.16 No.2

The Impact of Consumption Utility from Green Retail Environment on Revisit Intention

Abstract

Reference

The Journal of Distribution Science