A Study About The Influence Of Retail Store's Green Atmosphere On Cross-buying Intention

As the society attaches great importance to safety,environment,ecology,health."Green" is becoming the new developing trend of retail industry.However,existing researches on green retail are still stay in the study on the management and use of green products,retail store green practice,and so on.The study on retail store green atmosphere is relatively scarce.Therefore,in order to making up for the existing research shortage,this paper conduct empirical study on how the retail store green atmosphere influence consumers' psychology and cross-buying.At the same time,provide certain reference and guidance for the design of the retail store atmosphere.Firstly,this paper retrospects the domestic and foreign researches about the definition of green,the concept of retail store green atmosphere is defined.Secondly,based on the principles of systematicness,operability,comprehensiveness and representativeness,and used logical deduction,literature research,we select to study the retail store green atmosphere from visual dimension.Thirdly,based on the Attachment Theory,Corporate-customer Identification Theory and Congruence Theory by taking consumer's green consciousness as moderating variables and consumer's cross-buying intention as dependent variables,a psychological study model on exploring consumer response to the retail store's green atmosphere from the perspective of store attachment and store identification is constructed in this paper.Then,by reading a large number related literature of store atmosphere and experimental design at home and abroad to determine the experimental method and experimental process,by field visits retail stores to select experiment footage,eventually we collect data by means of recruiting tourists to participate in the experiment in Yue Lu college of Chang Sha.And,with the help of SPSS21.0,this research uses descriptive statistical analysis,analysis of variance and bootstrap analysis to analyze the data.The results show that retail store's green atmosphere significantly influence on consumer's store attachment,store identification and cross-buying intention.And the stronger the retail store green atmosphere,the stronger consumers' store attachment,store identification and cross-buying intention for the shop,the weaker the retail store green atmosphere,the weaker consumers' store attachment,store identification and cross-buying intention for the shop;The relationship between retail store's green atmosphere and cross-buying intention be moderated by consumer's green consciousness through the partial respectively and joint mediation of customer's store attachment and store identification.