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Enhancing Apparel Store Patronage through Retailers’ Attributes and Sustainability. A Generational Approach

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  • Dan-Cristian Dabija

    (Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania)

  • Raluca Băbuț

    (Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania)

Abstract

While research on retailers’ attributes that influence store patronage is relatively plentiful, the influence on store patronage of consumers’ perceptions towards retailers’ sustainable behaviour is a new topic. The authors examine the influence of retailers’ sustainable behaviour and store attributes (assortment, price, personnel, advertising and convenience) on the patronage behaviour of generations X and Y (Millennials). Data were collected via a survey of 278 Xers and 402 Millennials in an emerging market. Results show that Generation X apparel store patronage is positively influenced by advertising and store personnel, whereas Millennials’ are influenced by assortment, personnel and advertising and to a weaker extent by retailers’ sustainable behaviour. The paper enlarges the understanding of generational theory in an emerging market, while from a managerial perspective the results are particularly useful for apparel retailers with regards to marketing strategies which need to be implemented in order to attract and retain Generation X and Y consumers.

Suggested Citation

  • Dan-Cristian Dabija & Raluca Băbuț, 2019. "Enhancing Apparel Store Patronage through Retailers’ Attributes and Sustainability. A Generational Approach," Sustainability, MDPI, vol. 11(17), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4532-:d:259501
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    Cited by:

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    3. Laor, Tal & Galily, Yair, 2022. "Who’S clicking on on-demand? media consumption patterns of generations Y & Z," Technology in Society, Elsevier, vol. 70(C).
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    5. Carmen Adina Paștiu & Ionica Oncioiu & Daniel Adrian Gârdan & Silvia Ștefania Maican & Iuliana Petronela Gârdan & Andreea Cipriana Muntean, 2020. "The Perspective of E-Business Sustainability and Website Accessibility of Online Stores," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    6. Mihai Andronie & George Lăzăroiu & Mariana Iatagan & Iulian Hurloiu & Irina Dijmărescu, 2021. "Sustainable Cyber-Physical Production Systems in Big Data-Driven Smart Urban Economy: A Systematic Literature Review," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    7. Adriana Manolică & Andreea-Sînziana Guță & Teodora Roman & Lorin Mircea Dragăn, 2021. "Is Consumer Overchoice a Reason for Decision Paralysis?," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
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    10. Dan-Cristian Dabija & Brândușa Mariana Bejan & Claudiu Pușcaș, 2020. "A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania," JRFM, MDPI, vol. 13(7), pages 1-20, July.
    11. Mihai Alin LAZAR, 2023. "Adapting to VUCA: An Exploratory Study on Talent Resilience in the IT Industry and Generation Z Workforce," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 792-814, December.
    12. Gwijeong Park & Fangxin Chen & Le Cheng, 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    13. Mihai Andronie & George Lăzăroiu & Roxana Ștefănescu & Cristian Uță & Irina Dijmărescu, 2021. "Sustainable, Smart, and Sensing Technologies for Cyber-Physical Manufacturing Systems: A Systematic Literature Review," Sustainability, MDPI, vol. 13(10), pages 1-23, May.
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    16. Hye Jung Jung & Kyung Wha Oh & HaeJung Maria Kim, 2021. "Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    17. Claudia Gabriela Baicu & Olimpia State, & Daniel Adrian Gardan & Iuliana Petronela Gardan & Iulia Ruxandra Ticau, 2022. "Financial and Competitive Implications of the European Green Deal – Perceptions of Retail Managers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(61), pages 683-683, August.
    18. Camelia Grădinaru & Daniel-Rareș Obadă & Ioan-Alexandru Grădinaru & Dan-Cristian Dabija, 2022. "Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    19. Tobias Benjamin Scholz & Sven Pagel & Jörg Henseler, 2023. "Shopping Companions and Their Diverse Impacts: A Systematic Annotated Bibliography," SAGE Open, , vol. 13(4), pages 21582440231, December.
    20. Silviu Gabriel Szentesi & Lavinia Denisia Cuc & Andrea Feher & Paul Nichita Cuc, 2021. "Does COVID-19 Affect Safety and Security Perception in the Hospitality Industry? A Romanian Case Study," Sustainability, MDPI, vol. 13(20), pages 1-19, October.

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