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The Influence of Consumer Identity on Perceptions of Store Atmospherics and Store Patronage at a Spectacular and Sustainable Retail Site

Jennifer Paff Ogle

Brian H. Dunbar

Colorado State University

The Recreational Equipment Incorporated (REI) Denver flagship store represents a spectacular consumption site that builds REI's brand identity and corporate image as an environmentally responsible business while contributing a unique combination of lifestyle retailing and sustainable development to the community. This study explored the relationship between consumers' identities and their responses to spectacular and sustainable retail design at REI Denver. The research was guided by an integrative conceptual framework proposing that consumer identity may shape responses to a spectacular consumption site, including perceptions about store atmospherics and intent to patronize that site. A store intercept survey approach was used to collect data from 186 consumers. Findings indicated that consumer identity as an outdoor enthusiast and/or an environmentally responsible citizen had little impact on consumers' perceptions about the importance of selected store atmospherics in the decision to shop at REI Denver but did influence some of their intended REI patronage behaviors.

Key Words: Environmentally Responsible Retailing • Store Atmospherics • Store Patronage

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