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Environment and Behavior
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Predicting Patronage Behaviors in a Sustainable Retail Environment

Adding Retail Characteristics and Consumer Lifestyle Orientation to the Belief-Attitude-Behavior Intention Model

Jennifer Paff Ogle

Colorado State University

Karen H. Hyllegard

Colorado State University

Brian H. Dunbar

Institute for the Built Environment at Colorado State University

This study investigated consumer patronage (i.e., shopping and making purchases) at Recreational Equipment Inc. (REI), specifically examining consumer response to REI’s incorporation of sustainable design principles at their Denver flagship store. Data were collected using a consumer intercept survey at the Denver REI store (n = 186). Of particular interest was the role of store atmospherics—including sustainable store design, historic preservation, and urban renewal efforts—in shaping consumers’ future intentions to patronize REI Denver. Consumers’ intentions to patronize REI were modeled using the classic belief-attitude-behavior intention model (i.e., attitude and subjective norm) based upon the theory of reasoned action, and an extended model that included variables external to the theory. Findings suggest that, when used to predict consumer patronage behaviors, the classic belief-attitudebehavior intention model should be extended to include retail characteristics, notably store atmospherics and merchandise assortment; a social context or social identity variable such as consumer lifestyle orientation; and demographics.

Key Words: consumer lifestyle • retail design • store atmospherics • sustainability

Environment and Behavior, Vol. 36, No. 5, 717-741 (2004)
DOI: 10.1177/0013916504265442
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Home page
 Clothing and Textiles Research JournalHome page
K. H. Hyllegard, J. P. Ogle, and B. H. Dunbar
The Influence of Consumer Identity on Perceptions of Store Atmospherics and Store Patronage at a Spectacular and Sustainable Retail Site
Clothing and Textiles Research Journal, October 1, 2006; 24(4): 316 - 334.
[Abstract] [PDF]