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What is In-Store Communication

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
Strategies implemented by retailers in the point of sale aiming at activating a sale within the retail environment.
Published in Chapter:
The Sensory Dimension of Sustainable Retailing: Analysing In-Store Green Atmospherics
Diletta Acuti (University of Portsmouth, UK), Virginia Vannucci (Università degli Studi di Firenze, Italy), and Gabriele Pizzi (Università di Bologna, Italy)
DOI: 10.4018/978-1-7998-2220-2.ch003
Abstract
The chapter contributes to recent debate on retailing and sustainability, addressing the role of atmospherics in affecting consumer perceptions. First, after reviewing the relevant literature about sustainable retailing, this research addresses some practices oriented towards sustainability that can be implemented by a retailer, and how they can be communicated to consumers. Then, using an experimental design, the authors test the impact of sustainability-oriented visual atmospherics on consumer perceptions and intentions. This chapter provides a comprehensive overview of past and current sustainability research in retailing, with a particular emphasis on store atmospherics. Future research should try to integrate the findings by investigating other sensory stimuli, such as tactile or auditory ones.
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