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      The Effect of Retail Store Atmosphere on Consumption of Ethical Products in Geneva


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      November 14, 2019

      Thursday  12:00 PM

      Rue du Général- Dufour 24
      Geneva, Genève 1211

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      EVENT DETAILS
      The Effect of Retail Store Atmosphere on Consumption of Ethical Products

      14.11.2019 12:00 – 13:00

      INSTITUTE OF MANAGEMENT / ABSTRACT

      Consumers’ growing awareness in matters such as climate change, child labor, unfair wages and animal testing has led to a growing interest in pro-environmental and pro-social products. In this research we refer to such products as ethical products or those products with Fair trade, Organic or BIO labels. We explore ethical purchases in a domain over which marketers have significant control: retail atmospherics. Findings in the retail atmosphere literature suggest that the aggregated set of retail atmospherics affect consumers purchases (Baker et al. 2002). Extending these results, we find that retail stores with a prestigious atmosphere increase willingness to buy ethical products. While examining several alternative explanations, we propose that this is the case because the positive store image of prestigious stores helps consumers to reconcile the ambiguity and uncertainty associated with ethical products. Consequently, consumers perceive the ethical product as superior over its standard counterpart when shopping in a prestigious store, increasing their willingness to buy ethically.
      Lieu

      Bâtiment: Uni Mail

      Boulevard du Pont-d'Arve 40
      1205 Geneva

      Room: M 3250, 3rd floor

      Categories: University & Alumni

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