Consumers' perception of the environmental performance in retail stores: an analysis of the G erman and the S panish consumer

Abstract

Abstract The purpose of our research is to find out about the consumer's perception of environmental retailing performance. Furthermore, consumer motives leading to sustainable consumption are measured by how they influence the consumer perception. Our study is divided into two parts and based on an international survey (n = 989) comparing German and Spanish consumers. First, we measure the perceiving availability and visibility of sustainable products in retail stores. Second, the impact of personal motives on sustainable consumption is evaluated, considering culture to be a moderating factor. Our study suggests that Spanish consumers tend to exhibit a weaker perception of sustainable products at their market places due to a weaker environmental awareness. Finally, we have identified the high importance of the social impact on both consumer groups regarding personal motives. The egoistic motive, however, has stronger effects on sustainable consumption among the Spanish consumers.

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