The moderating role of environmental complexity on the impact of vegetation in the store environment

Research output: Chapter in Book/Report/Conference proceedingConference paperResearch

Abstract

Although many environmental psychology studies have investigated retail settings and green environments separately, the incorporation of greenery in retail areas is barely explored. By means of a 2 by 2 experimental design, we empirically studied the effect of in-store vegetation on consumer emotions and responses towards the store, considering the moderating role of the information rate of the retail setting. While introducing foliage in the store environment did not seem to evoke any feelings of excitement, in-store vegetation was found to elicit pleasure and reduce stress, albeit these effects could only be discerned in a 'complex' store interior. Given the impact of pleasure and stress on consumers' approach/avoidance responses, these findings support the potential of integrating greenery in retail store environments, especially in 'spatial dense' stores.
Original languageEnglish
Title of host publicationProceedings of the EAERCD Conference 2009
EditorsSteve Wood
PublisherThe European Association of Education and Research in Commercial Distribution
Number of pages30
Volume15
Publication statusPublished - 17 Jul 2009
EventFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet - Stockholm, Sweden
Duration: 21 Sep 200925 Sep 2009

Publication series

NameProceedings of the EAERCD Conference 2009
Number45

Conference

ConferenceFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet
CountrySweden
CityStockholm
Period21/09/0925/09/09

Bibliographical note

Wood, Steve

Keywords

  • store atmospherics
  • in-store vegetation
  • store complexity
  • environmental psychology
  • stimulus-organism-response model
  • biophilic store design

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