City Trees and Consumer Response in Retail Business Districts

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Author(s): Kathleen L. Wolf (University of Washington, USA)
Copyright: 2014
Pages: 21
Source title: Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch009

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Many cities and communities are working toward urban sustainability goals. Yet, retailers and merchants may not find environmental benefits to be compelling when compared to the direct costs of landscape and trees. Nonetheless, a quality outdoor environment may provide atmospherics effects that extend store appeal to the curb and heighten the positive experiences and psychological reactions of visitors while in a shopping district. A multi-study program of research shows that having a quality urban forest canopy within business districts and commercial areas can promote positive shopper perceptions and behavior. Positive responses include store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to psychological marketing theory, provides evidence-based design recommendations, and makes suggestions for potential future research activity.

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City Trees and Consumer Response in Retail Business Districts

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