Image and consumer attraction to intraurban retail areas: An environmental psychology approach

doi:10.1016/S0969-6989(98)00015-0

Journal of Retailing and Consumer Services

Volume 6, Issue 2, April 1999, Pages 67-78

https://doi.org/10.1016/S0969-6989(98)00015-0 Get rights and content

Abstract

This study suggests that intraurban retail area patronage decisions are influenced by the image of the area. A model of environmental behaviour is derived from the extant literature and tested empirically. An approach to measuring consumer perceptions of retail area image is proposed. The research finds significant relationships between product and store range and quality, visual amenity, customer service and consumers’ willingness to patronise a retail area. Affect, or consumers’ liking of the area, mediates the impact of retail area image on consumer behaviour. The value of this approach is that retailers and regulatory bodies may be able to explain and predict the effects of changes to retail environments on consumer patronage decisions.

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