The Impact of In-Store Greenery on Customers
Article first published online: 11 OCT 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 11, pages 807–821, November 2012
How to Cite
Brengman, M., Willems, K. and Joye, Y. (2012), The Impact of In-Store Greenery on Customers. Psychol. Mark., 29: 807–821. doi: 10.1002/mar.20566
- Issue published online: 11 OCT 2012
- Article first published online: 11 OCT 2012
The incorporation of greenery in retail areas has scarcely been explored in environmental psychology studies. In a 2 × 2 experimental design, the effect of in-store vegetation on consumer emotions and responses toward the store was studied, considering the moderating role of the information rate of the retail setting. While introducing foliage in the store environment did not evoke feelings of excitement, it was found to elicit pleasure and to reduce stress in a “complex” store interior. Given the impact of pleasure and stress on consumers’ approach/avoidance responses, these findings support the potential of integrating greenery, particularly in “spatially dense” stores.