The Impact of In‐Store Greenery on Customers

Psychology and Marketing - Tập 29 Số 11 - Trang 807-821 - 2012
Malaika Brengman1, Kim Willems2, Yannick Joye3
1Vrije Universiteit Brussel,
2Vrije Universiteit Brussel and Hasselt University
3University of Leuven,

Tóm tắt

ABSTRACTThe incorporation of greenery in retail areas has scarcely been explored in environmental psychology studies. In a 2 × 2 experimental design, the effect of in‐store vegetation on consumer emotions and responses toward the store was studied, considering the moderating role of the information rate of the retail setting. While introducing foliage in the store environment did not evoke feelings of excitement, it was found to elicit pleasure and to reduce stress in a “complex” store interior. Given the impact of pleasure and stress on consumers’ approach/avoidance responses, these findings support the potential of integrating greenery, particularly in “spatially dense” stores.

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