The Impact Of Retailer's Environmental Sustainability On Consumer Support

Nowadays,sustainable development has become the attention of the whole world.As the bridge between consumers and suppliers,the retail enterprises begin to support sustainabilty and will largely promote the sustainabilty of the whole society.However,the sustainabilty behavior of retail stores is still in a fledging period,especially lacking in research from the consumers' perspective.Therefore,the research to explore the internal effect mechanism between the environmental sustainability of the retail stores and consumers' favor is necessary to enrich the existing research as well as help retail stores to win consumer's favor.The purpose of the study is to explore the response that consumers hold towards retailer's environmental sustainability and the issue whether it affects consumers'judgment on retailer's environmental legitimacy.Based on the theory of rationality,taking environmental legitimacy and consumers' trust as mediators,this paper constructs a conceptual model of the influence of the environmental behavior of the retailers on the consumers favor.Using questionnaire survey,a total of 950 questionnaires were issued respectively in the east,central and western city of China,including Beijing,Guangzhou,Changsha,Taiyuan,Kunming,Urumqi.Adopting Spss19.0,Amosl 8.0 and Mplus7.0 data analysis software,and hierarchical regression analysis,Bootstrap and descriptive statistics being combined,the data was collected and analyzed to test the internal effect between the environmental sustainability of retail stores and consumers' favor,and the chain mediating effect of environmental legitimacy and consumers' trust.The study shows that:firstly,retailer's environmental sustainability exerts a huge positive effect on consumer favor as well as environmental legitimacy's and consumer confidence;secondly,environmental legitimacy and consumer confidence act as the chained mediating variable;thirdly,there exist three intermediary paths between retailer's environmental sustainability and consumer favor,namely environmental legitimacy,consumer confidence and environmental legitimacy&consumer confidence,and the last group is more effective as to improve consumer favor.All of the discoveries offer new thought for retailers to increase its consumer support.