Enhancing Apparel Store Patronage through Retailers’ Attributes and Sustainability. A Generational Approach

Dan Cristian Dabija and Raluca Băbuț
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Raluca Băbuț: Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania

Sustainability, 2019, vol. 11, issue 17, 1-14

Abstract: While research on retailers’ attributes that influence store patronage is relatively plentiful, the influence on store patronage of consumers’ perceptions towards retailers’ sustainable behaviour is a new topic. The authors examine the influence of retailers’ sustainable behaviour and store attributes (assortment, price, personnel, advertising and convenience) on the patronage behaviour of generations X and Y (Millennials). Data were collected via a survey of 278 Xers and 402 Millennials in an emerging market. Results show that Generation X apparel store patronage is positively influenced by advertising and store personnel, whereas Millennials’ are influenced by assortment, personnel and advertising and to a weaker extent by retailers’ sustainable behaviour. The paper enlarges the understanding of generational theory in an emerging market, while from a managerial perspective the results are particularly useful for apparel retailers with regards to marketing strategies which need to be implemented in order to attract and retain Generation X and Y consumers.

Keywords: apparel retail; sustainability; store attributes; store patronage; Millennials; Xers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:17:p:4532-:d:259501

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