The Urban Forest and Shopping Environments

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Author(s): Kathleen L. Wolf (University of Washington, USA)
Copyright: 2020
Pages: 24
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch011

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

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Abstract

Many cities and communities are working toward urban sustainability goals, and the urban forest is one strategy to achieve environmental and social co-benefits. 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 can extend store appeal to the curb and boost positive experiences of visitors while in a shopping district. This chapter presents information about the atmospherics of green retail environments. 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 have included store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to various psychological marketing theories, provides evidence-based design recommendations, and suggests future research activity.

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The Urban Forest and Shopping Environments

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