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City Trees and Consumer Response in Retail Business Districts

City Trees and Consumer Response in Retail Business Districts

Kathleen L. Wolf
Copyright: © 2014 |Pages: 21
ISBN13: 9781466660748|ISBN10: 1466660740|EISBN13: 9781466660755
DOI: 10.4018/978-1-4666-6074-8.ch009
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MLA

Wolf, Kathleen L. "City Trees and Consumer Response in Retail Business Districts." Handbook of Research on Retailer-Consumer Relationship Development, edited by Fabio Musso and Elena Druica, IGI Global, 2014, pp. 152-172. https://doi.org/10.4018/978-1-4666-6074-8.ch009

APA

Wolf, K. L. (2014). City Trees and Consumer Response in Retail Business Districts. In F. Musso & E. Druica (Eds.), Handbook of Research on Retailer-Consumer Relationship Development (pp. 152-172). IGI Global. https://doi.org/10.4018/978-1-4666-6074-8.ch009

Chicago

Wolf, Kathleen L. "City Trees and Consumer Response in Retail Business Districts." In Handbook of Research on Retailer-Consumer Relationship Development, edited by Fabio Musso and Elena Druica, 152-172. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6074-8.ch009

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Abstract

Many cities and communities are working toward urban sustainability goals. Yet, retailers and merchants may not find environmental benefits to be compelling when compared to the direct costs of landscape and trees. Nonetheless, a quality outdoor environment may provide atmospherics effects that extend store appeal to the curb and heighten the positive experiences and psychological reactions of visitors while in a shopping district. A multi-study program of research shows that having a quality urban forest canopy within business districts and commercial areas can promote positive shopper perceptions and behavior. Positive responses include store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to psychological marketing theory, provides evidence-based design recommendations, and makes suggestions for potential future research activity.

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