El Visual Merchandising Sostenible como estrategia para la adopción de prácticas sustentables en el sector comercio al por menor Sinaloense
Palabras clave:
visual merchandising sostenible, intención de compra, producto verde, retail.
Resumen
El objetivo de este trabajo es presentar el estado del arte con respecto a los efectos en el comportamiento de compra en los consumidores por la aplicación de estrategias de visual merchandising (VM) sostenible en los entornos comerciales.
Existe evidencia científica que, el VM ha tomado importancia tanto en la investigación en diferentes disciplinas como en la práctica del comercio minorista contemporáneo. En las últimas dos décadas, diferentes estudios destacan los efectos producidos en el consumidor con relación a la intención de compra, esto al generar estímulos visuales integrando elementos estéticos, funcionales y estratégicos en el espacio de venta a través de la ambientación de la atmosfera comercial, comunicación gráfica y la presentación estratégica del producto, sin embargo, en un intento por minimizar el impacto ambiental generado por sus actividades, han comenzado a integrar prácticas de visual merchandising sostenible. En este sentido, atendiendo que, la Agencia de Protección Ambiental y las Naciones Unidas establecen como un eje prioritario proteger el planeta de la degradación, emerge la necesidad de desarrollar prácticas de producción y consumo sostenibles para reducir la huella ambiental dentro de la cadena de suministro, donde el sector comercio al por menor es un eslabón primordial.
Se concluye que, con la adopción de estas estrategias se promueve la preservación del medio ambiente, se generan percepciones positivas hacia los minoristas situación que beneficia su imagen de marca, así mismo, se considera como un área de oportunidad para productores locales y nacionales que comercializan productos ecológicos que buscan posicionamiento en el mercado, pues el minorista además de ser un sector importante para la economía de cualquier entidad también se vuelve el hilo conductor entre el producto y el consumidor final, particularmente en aquellos situados en el estado de Sinaloa.
Citas
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Bai, S., & Wang, Y. (2022). Green Investment Decision and Coordination in a Retailer-Dominated Supply Chain Considering Risk Aversion. Sustainability, 14(20), 13606. https://doi.org/10.3390/su142013606
Basu, R., Paul, J., & Singh, K. (2022). Visual merchandising and store atmospherics: An integrated review and future research directions. Journal of Business Research, 151, 397-408. https://doi.org/10.1016/j.jbusres.2022.07.019
Braga Junior, S. S., Silva, D., Lopes, E. L., & Gaspar, M. A. (2013). IS ENVIRONMENTAL CONCERN TRANSFORMED INTO THE INTENTION TO PURCHASE FOR GREEN PRODUCTS IN RETAIL? Revista de Gestão Ambiental e Sustentabilidade, 2(1), 1-25. https://doi.org/10.5585/geas.v2i1.37
Cant, Michael. C., & Hefer, Y. (2014). Visual merchandising displays effect – or not – on consumers: The predicament faced by apparel retailers. Journal of Business and Retail Management Research (JBRMR), 8(2), 95-104.
Cant, P. M. C., & Hefer, M. Y. (2013). Visual Merchandising Displays – Functional or A Waste of Space in Apparel Retail Stores? 7.
Carpinelli, C., Einarsson Reynis, E. T., Sigríður Islind, A., Stefánsson, H., & Óskarsdóttir, M. (2022). Green Intentions: Field Research and Data-Driven Analysis of Customers’ Purchasing Patterns. Sustainability, 14(16), 9863. https://doi.org/10.3390/su14169863
Dabija, D.-C., Bejan, B. M., & Grant, D. B. (2018). The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. MORAVIAN GEOGRAPHICAL REPORTS.
Dagilienė, L., Varaniūtė, V., & Pütter, J. M. (2022). Exploring institutional competing logic for sustainability implementation of retail chains. International Journal of Retail & Distribution Management, 50(13), 17-43. https://doi.org/10.1108/IJRDM-09-2020-0379
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research (5ta ed.). SAGE.
Donovan, R. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283- 294. https://doi.org/10.1016/0022-4359(94)90037-X
Donovan, J. R., & Rossiter, R. J. (1982). Store Atmosphere An Environmental Psychology Approach. Journal of Retailling , 34-47.
Estrada-Domínguez, J. E., & Cantú-Mata, J. L. (2020). FACTORES QUE INFLUYEN EN EL CONSUMIDOR PARA LA ADQUISICIÓN DE PRODUCTO SUSTENTABLES. 45.
Ferreira, A., Pinheiro, M., Brito, J. de, & Mateus, R. (2022). Assessing the Sustainability of Retail Buildings: The Portuguese Method LiderA. Sustainability, 14(23), 15577. https://doi.org/10.3390/su142315577
Fiore, A. M. (1997). Understanding aesthetics for the merchandising and design professional. New York : Fairchild.
Grădinaru, C., Obadă, D.-R., Grădinaru, I.-A., & Dabija, D.-C. (2022). Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line. Sustainability, 14(21), 14118. https://doi.org/10.3390/su142114118
Hefer, Y., & Cant, Michael. C. (2013). Visual Merchandising Displays Effect On Consumers: A Valuable Asset Or An Unnecessary Burden For Apparel Retailers. International Business & Economics Research Journal (IBER), 12(10), 1217. https://doi.org/10.19030/iber.v12i10.8132
Islam, S. B., & Darzi, M. A. (2022). Understanding the Impact of Situational Factors on Green Purchase Intention in Retailing: A Study of Young Consumers. Asian Journal of Economics, Business and Accounting, 273-286. https://doi.org/10.9734/ajeba/2022/v22i23872
Jai, T.-M. (Catherine), Fang, D., Bao, F. S., James, R. N., Chen, T., & Cai, W. (2021). Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study). Journal of Interactive Marketing, 53, 66-79. https://doi.org/10.1016/j.intmar.2020.04.005
Jones, P., Hillier, D., & Comfort, D. (2014). Sustainable consumption and the UK’s leading retailers. Social Responsibility Journal, 10(4), 702-715. https://doi.org/10.1108/SRJ-04-2013-0046
Junior, S. S. B., Merlo, E. M., & Freire, O. B. L. (2014). Effect of environmental concern and skepticism in the consumption green products in brazilian retail.
Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. 14.
Kim, H.-S., Lee, J.-H., & Yoo, S.-H. (2020). Is consumer neural response to visual merchandising types different depending on their fashion involvement? PLOS ONE, 15(12), e0241578. https://doi.org/10.1371/journal.pone.0241578
Kumar, A., & Kim, Y.-K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685-695. https://doi.org/10.1016/j.jretconser.2014.04.008
Kumar, P. & Utkarsh. (2023). Effects of in-store information quality and store credibility on consumer engagement in green retailing. Journal of Retailing and Consumer Services, 71, 103195. https://doi.org/10.1016/j.jretconser.2022.103195
Lee, S.-E., & Skorski, S. (2019). Green stores: An analysis of LEED-Certified fashion stores. Fashion Practice, 11(2), 244-268. https://doi.org/10.1080/17569370.2019.1607227
Nobbs, K., Foong, K. M., & Baker, J. (2015). An exploration of fashion visual merchandising and its role as a brand positioning device. Journal of Global Fashion Marketing, 6(1), 4-19. https://doi.org/10.1080/20932685.2014.971491
Nurudin, N. (2020). Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167. https://doi.org/10.21580/jdmhi.2020.2.2.6283
Orta, O. M. (2010). CARACTERÍSTICAS DEL CONSUMIDOR SEGÚN EL GRADO DE PLANIFICACIÓN EN LA COMPRA DE CREMA FACIAL. 11. https://doi.org/10.37610/dyo.v0i27.181
Rädiker, S., & Kuckartz, U. (2020). Análisis de Datos Cualitativos con MAXQDA. MAXQDA Press. https://doi.org/10.36192/978-3-948768003
Sadachar, A., Konika, K., & Chakraborty, S. (2022). The role of sustainable visual merchandising practices in predicting retail store loyalty. International Journal of Fashion Design, Technology and Education, 15(3), 257-266. https://doi.org/10.1080/17543266.2021.2014985
Salnikova, E., Strizhakova, Y., & Coulter, R. A. (2022). Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging. Journal of Marketing Research, 59(5), 983-1001. https://doi.org/10.1177/00222437221078522
Sari Listyorini & Naili Farida. (2022). Environmental concern in its role to mediate religiosity and green purchase intention to retail consumers, cafés, and restaurants. International Journal of Research in Business and Social Science (2147- 4478), 11(8), 251-257. https://doi.org/10.20525/ijrbs.v11i8.2112
Shin, J.-K., Park, M.-S., & Moon, M. K. (2015). Do Eco-friendly VMD and Store Reputation Increase Satisfaction of Retail Customers?: ECO-FRIENDLY VMD IN RETAILING. Psychology & Marketing, 32(12), 1148-1157. https://doi.org/10.1002/mar.20844
Sinha, R., & Chaudhuri, R. (2014). GREEN RETAILING: ENVIRONMENTAL STRATEGIES OF ORGANIZED RETAILERS AND COMPETITIVE ADVANTAGE.
Thorisdottir, T. S., & Johannsdottir, L. (2020). Corporate Social Responsibility Influencing Sustainability within the Fashion Industry. A Systematic Review. Sustainability, 12(21), 9167. https://doi.org/10.3390/su12219167
Upadhyaya, R., & Nath Srivastava, G. (2013). Consumer’s emotional influence & visual merchandising effects: shopping malls. Journal of Process Management – New Technologies, 34-46.
Baek, E., Choo, H. J., Yoon, S.-Y., Jung, H., Kim, G., Shin, H., Kim, H., & Kim, H. (2015). An exploratory study on visual merchandising of an apparel store utilizing 3D technology. Journal of Global Fashion Marketing, 6(1), 33-46. https://doi.org/10.1080/20932685.2014.971502
Bai, S., & Wang, Y. (2022). Green Investment Decision and Coordination in a Retailer-Dominated Supply Chain Considering Risk Aversion. Sustainability, 14(20), 13606. https://doi.org/10.3390/su142013606
Basu, R., Paul, J., & Singh, K. (2022). Visual merchandising and store atmospherics: An integrated review and future research directions. Journal of Business Research, 151, 397-408. https://doi.org/10.1016/j.jbusres.2022.07.019
Braga Junior, S. S., Silva, D., Lopes, E. L., & Gaspar, M. A. (2013). IS ENVIRONMENTAL CONCERN TRANSFORMED INTO THE INTENTION TO PURCHASE FOR GREEN PRODUCTS IN RETAIL? Revista de Gestão Ambiental e Sustentabilidade, 2(1), 1-25. https://doi.org/10.5585/geas.v2i1.37
Cant, Michael. C., & Hefer, Y. (2014). Visual merchandising displays effect – or not – on consumers: The predicament faced by apparel retailers. Journal of Business and Retail Management Research (JBRMR), 8(2), 95-104.
Cant, P. M. C., & Hefer, M. Y. (2013). Visual Merchandising Displays – Functional or A Waste of Space in Apparel Retail Stores? 7.
Carpinelli, C., Einarsson Reynis, E. T., Sigríður Islind, A., Stefánsson, H., & Óskarsdóttir, M. (2022). Green Intentions: Field Research and Data-Driven Analysis of Customers’ Purchasing Patterns. Sustainability, 14(16), 9863. https://doi.org/10.3390/su14169863
Dabija, D.-C., Bejan, B. M., & Grant, D. B. (2018). The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. MORAVIAN GEOGRAPHICAL REPORTS.
Dagilienė, L., Varaniūtė, V., & Pütter, J. M. (2022). Exploring institutional competing logic for sustainability implementation of retail chains. International Journal of Retail & Distribution Management, 50(13), 17-43. https://doi.org/10.1108/IJRDM-09-2020-0379
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research (5ta ed.). SAGE.
Donovan, R. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283- 294. https://doi.org/10.1016/0022-4359(94)90037-X
Donovan, J. R., & Rossiter, R. J. (1982). Store Atmosphere An Environmental Psychology Approach. Journal of Retailling , 34-47.
Estrada-Domínguez, J. E., & Cantú-Mata, J. L. (2020). FACTORES QUE INFLUYEN EN EL CONSUMIDOR PARA LA ADQUISICIÓN DE PRODUCTO SUSTENTABLES. 45.
Ferreira, A., Pinheiro, M., Brito, J. de, & Mateus, R. (2022). Assessing the Sustainability of Retail Buildings: The Portuguese Method LiderA. Sustainability, 14(23), 15577. https://doi.org/10.3390/su142315577
Fiore, A. M. (1997). Understanding aesthetics for the merchandising and design professional. New York : Fairchild.
Grădinaru, C., Obadă, D.-R., Grădinaru, I.-A., & Dabija, D.-C. (2022). Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line. Sustainability, 14(21), 14118. https://doi.org/10.3390/su142114118
Hefer, Y., & Cant, Michael. C. (2013). Visual Merchandising Displays Effect On Consumers: A Valuable Asset Or An Unnecessary Burden For Apparel Retailers. International Business & Economics Research Journal (IBER), 12(10), 1217. https://doi.org/10.19030/iber.v12i10.8132
Islam, S. B., & Darzi, M. A. (2022). Understanding the Impact of Situational Factors on Green Purchase Intention in Retailing: A Study of Young Consumers. Asian Journal of Economics, Business and Accounting, 273-286. https://doi.org/10.9734/ajeba/2022/v22i23872
Jai, T.-M. (Catherine), Fang, D., Bao, F. S., James, R. N., Chen, T., & Cai, W. (2021). Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study). Journal of Interactive Marketing, 53, 66-79. https://doi.org/10.1016/j.intmar.2020.04.005
Jones, P., Hillier, D., & Comfort, D. (2014). Sustainable consumption and the UK’s leading retailers. Social Responsibility Journal, 10(4), 702-715. https://doi.org/10.1108/SRJ-04-2013-0046
Junior, S. S. B., Merlo, E. M., & Freire, O. B. L. (2014). Effect of environmental concern and skepticism in the consumption green products in brazilian retail.
Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. 14.
Kim, H.-S., Lee, J.-H., & Yoo, S.-H. (2020). Is consumer neural response to visual merchandising types different depending on their fashion involvement? PLOS ONE, 15(12), e0241578. https://doi.org/10.1371/journal.pone.0241578
Kumar, A., & Kim, Y.-K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685-695. https://doi.org/10.1016/j.jretconser.2014.04.008
Kumar, P. & Utkarsh. (2023). Effects of in-store information quality and store credibility on consumer engagement in green retailing. Journal of Retailing and Consumer Services, 71, 103195. https://doi.org/10.1016/j.jretconser.2022.103195
Lee, S.-E., & Skorski, S. (2019). Green stores: An analysis of LEED-Certified fashion stores. Fashion Practice, 11(2), 244-268. https://doi.org/10.1080/17569370.2019.1607227
Nobbs, K., Foong, K. M., & Baker, J. (2015). An exploration of fashion visual merchandising and its role as a brand positioning device. Journal of Global Fashion Marketing, 6(1), 4-19. https://doi.org/10.1080/20932685.2014.971491
Nurudin, N. (2020). Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167. https://doi.org/10.21580/jdmhi.2020.2.2.6283
Orta, O. M. (2010). CARACTERÍSTICAS DEL CONSUMIDOR SEGÚN EL GRADO DE PLANIFICACIÓN EN LA COMPRA DE CREMA FACIAL. 11. https://doi.org/10.37610/dyo.v0i27.181
Rädiker, S., & Kuckartz, U. (2020). Análisis de Datos Cualitativos con MAXQDA. MAXQDA Press. https://doi.org/10.36192/978-3-948768003
Sadachar, A., Konika, K., & Chakraborty, S. (2022). The role of sustainable visual merchandising practices in predicting retail store loyalty. International Journal of Fashion Design, Technology and Education, 15(3), 257-266. https://doi.org/10.1080/17543266.2021.2014985
Salnikova, E., Strizhakova, Y., & Coulter, R. A. (2022). Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging. Journal of Marketing Research, 59(5), 983-1001. https://doi.org/10.1177/00222437221078522
Sari Listyorini & Naili Farida. (2022). Environmental concern in its role to mediate religiosity and green purchase intention to retail consumers, cafés, and restaurants. International Journal of Research in Business and Social Science (2147- 4478), 11(8), 251-257. https://doi.org/10.20525/ijrbs.v11i8.2112
Shin, J.-K., Park, M.-S., & Moon, M. K. (2015). Do Eco-friendly VMD and Store Reputation Increase Satisfaction of Retail Customers?: ECO-FRIENDLY VMD IN RETAILING. Psychology & Marketing, 32(12), 1148-1157. https://doi.org/10.1002/mar.20844
Sinha, R., & Chaudhuri, R. (2014). GREEN RETAILING: ENVIRONMENTAL STRATEGIES OF ORGANIZED RETAILERS AND COMPETITIVE ADVANTAGE.
Thorisdottir, T. S., & Johannsdottir, L. (2020). Corporate Social Responsibility Influencing Sustainability within the Fashion Industry. A Systematic Review. Sustainability, 12(21), 9167. https://doi.org/10.3390/su12219167
Upadhyaya, R., & Nath Srivastava, G. (2013). Consumer’s emotional influence & visual merchandising effects: shopping malls. Journal of Process Management – New Technologies, 34-46.
