6533b831fe1ef96bd1299834

RESEARCH PRODUCT

Experiencing ethical retail ideology in the servicescape

Anu ValtonenOuti UusitaloMaria Pecoraro

subject

vähittäiskauppaStrategy and Managementmedia_common.quotation_subjectethnographyretail ideologyconsumption experienceeettinen kulutus0502 economics and businessEthnographySociologymedia_commonMarketingservicescapeetnografiaComputingMilieux_THECOMPUTINGPROFESSION05 social sciencesAdvertisingethical consumptionComputingMilieux_GENERALkulutustottumuksetComputerApplications_GENERALComputingMilieux_COMPUTERSANDSOCIETY050211 marketingEthical consumptionIdeologyServicescape050203 business & management

description

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. peerReviewed

yearjournalcountryeditionlanguage
2020-12-04
http://urn.fi/URN:NBN:fi:jyu-202012096983