Does sustainability drive to create store equity? A proposal through image, quality and loyalty
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 19 November 2021
Issue publication date: 10 May 2022
Abstract
Purpose
The present research aims to analyse the retailer's commitment to sustainable development (RCSD) perceived by the consumers and how it contributes to store equity creation through image, perceived quality and loyalty.
Design/methodology/approach
A primary research was conducted through a structured questionnaire to analyse the relationships between the variables included in the proposed model. The fieldwork was conducted in 2019, obtaining responses from 617 retail consumers from four cities in Ecuador – Quito, Guayaquil, Cuenca and Machala – obtained. A structural equation model is estimated with the partial least squares technique.
Findings
There is evidence in favour of the contribution of sustainability to store equity. The positive influence of RCSD on perceived quality and the impact of the latter, together with store image, contribute to loyalty, which emerges as a critical construct in building store equity.
Research limitations/implications
Some limitations of the present study – geographic scope limited to Ecuador, analyses restricted to food retailers and pre-COVID-19 data collection – may open new research opportunities replicating the study in other regions for other retail activities and in the post pandemic context.
Practical implications
The retailer's actions demonstrate a commitment to economic, social and environmental sustainability. As a result of this, the establishment's perceived quality improves, which is of interest to academics and retail management professionals.
Originality/value
The present research provides evidence on the chain of effects that explains the positive contribution of RCSD to store equity creation in grocery retailing.
Keywords
Acknowledgements
This research has been developed within the framework of the research project funded by the State Research Agency of the Spanish Ministry of Science and Innovation (Reference no.: PID2020-112660RB-I00 / AEI / 10.13039 / 501100011033), the Funding for Consolidated Research teams of the Regional Council of Innovation, Universities, Science and Digital Society (Reference no.: AICO2021/144/GVA) and the Funding for Special Research Actions of Universitat de València (Reference no.: UV-INVAE-1553911).
Citation
Sánchez-González, I., Gil-Saura, I. and Ruiz-Molina, M.-E. (2022), "Does sustainability drive to create store equity? A proposal through image, quality and loyalty", International Journal of Retail & Distribution Management, Vol. 50 No. 6, pp. 708-727. https://doi.org/10.1108/IJRDM-10-2020-0389
Publisher
:Emerald Publishing Limited
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