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Experiencing ethical retail ideology in the servicescape
Pecoraro, M., Uusitalo, O., & Valtonen, A. (2021). Experiencing ethical retail ideology in the servicescape. Journal of Marketing Management, 37(5-6), 520-547. https://doi.org/10.1080/0267257X.2020.1851287
Published inJournal of Marketing Management
DisciplineKestävä liiketoiminta ja talous (painoala)Sustainable BusinessMarkkinointiBasic or discovery scholarshipSustainable Business and Economy (focus area)Sustainable BusinessMarketingBasic or discovery scholarship
© 2020 the Authors
Studies of the ideological underpinnings of retail stores have improved our understanding of consumers’ retail experiences in brand and national ideology contexts. In retailing, ideology is manifested in retail spatial settings through tangible and intangible cues in servicescapes. This study expands our knowledge on ethical retail ideology by exploring how servicescapes convey cues that shape consumption experiences and foster ethical consumption. Data from an ethnographic study highlight how consumption experiences in physical retail spaces embedding a particular ethical ideology can be thematised as aesthetics, nostalgia and care. We show that the material and discursive aspects in servicescapes conveying an ethical ideology influence embodied consumption experiences. This study thus contributes to the understanding of retail ideologies and the connections between sustainable consumption and the servicescape.
ISSN Search the Publication Forum0267-257X
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- Kauppakorkeakoulu 
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