Capturing consumer loyalty through technological innovation and sustainability

The moderating effect of the grocery commercial format

Bibliographic Data

ID21295721
AuthorsAntonio Marín García (0000-0002-4109-6008, Universitat de València), Irene Gil-Saura (0000-0002-5758-0806, Universitat de València), María Eugenia Ruiz-Molina (0000-0002-5307-7111, Universitat de València), Gloria Berenguer‐contrí (0000-0002-8063-6791, Universitat de València)
Year2023
Volume125
Issue8
Pages2764-2784
Publication date2023-07-04
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-12-2021-1317
OpenAlexW4317510988
LanguageEN
Citations received1
References cited41

Purpose The food sector is currently undergoing a process of transition as a result of the increased level of consumers' awareness towards issues related to sustainability. This work aims at analyzing the existence of links between technological innovation and sustainability and its consequences on variables of paramount importance in the retail sector such as store image and loyalty towards the establishment. Moreover, we examine if the strength of these relations differs across store formats. Design/methodology/approach To achieve the objective of this work, a theoretical model based on the literature is proposed, contrasted through an empirical study carried out in a sample of 510 customers from three food retail formats: hypermarkets, supermarkets and discount stores. Findings The results indicate that technological innovation strengthens sustainability. In addition, sustainability is postulated as a dynamic element of the store's image and loyalty. The intensity of these relationships may vary depending on the commercial format. Practical implications The implementation of innovative and sustainable practices such as reducing energy consumption, the use of recycled materials to manufacture products, and the participation of retail companies in collective social actions is considered to be of primary importance. Originality/value The study sheds light on the knowledge of the relations between customers' perceptions of technological innovation and sustainability in retailing, confirming their influence on store image and customer loyalty. Moreover, the findings reveal the importance of sustainability and innovation for the main types of retail food store format, although with some peculiarities that allow to draw relevant managerial implications for practitioners

Business · Consumption (sociology) · Hypermarket · Loyalty · Loyalty business model · Originality · Process (computing) · Qualitative research · Service (business) · Sustainability · Work (physics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Environmental Sustainability in Business · Marketing

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