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Article

Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

1
Facultad de Ciencias Empresariales, Universidad Técnica de Machala, Vía Machala Pasaje, Machala 170517, Ecuador
2
Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Avda, Tarongers s/n, 46022 Valencia, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(19), 8041; https://doi.org/10.3390/su12198041
Received: 2 September 2020 / Revised: 22 September 2020 / Accepted: 27 September 2020 / Published: 29 September 2020
(This article belongs to the Special Issue Services Marketing and Sustainability)
The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth communication”, in the context of retailing. Responses from 317 hypermarket customers in Ecuador were analyzed. The model was estimated using the partial least squares technique. The results show the sustainable development actions implemented by retailers, together with perceived value, contribute significantly to store equity creation, which explains customer loyalty and, ultimately, positive word-of-mouth communication. However, the most concerned consumers of ethical aspects value the retailer’s efforts towards sustainability to a lesser extent. The findings of this research allow developing a series of implications for the managers of these establishments. View Full-Text
Keywords: ethically minded consumer behavior; sustainable development as perceived by consumers; perceived value; store equity; loyalty; word-of-mouth ethically minded consumer behavior; sustainable development as perceived by consumers; perceived value; store equity; loyalty; word-of-mouth
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MDPI and ACS Style

Sánchez-González, I.; Gil-Saura, I.; Ruiz-Molina, M.E. Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets. Sustainability 2020, 12, 8041. https://doi.org/10.3390/su12198041

AMA Style

Sánchez-González I, Gil-Saura I, Ruiz-Molina ME. Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets. Sustainability. 2020; 12(19):8041. https://doi.org/10.3390/su12198041

Chicago/Turabian Style

Sánchez-González, Irene, Irene Gil-Saura, and María E. Ruiz-Molina 2020. "Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets" Sustainability 12, no. 19: 8041. https://doi.org/10.3390/su12198041

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