Nature in malls: Effects of a natural environment on the cognitive image, emotional response, and behaviors of visitors

Leonardo Ortegón-Cortázar ^[1] ^[2] ; Marcelo Royo-Vela ^[1]
1. [1] Universitat de València
  
  Universitat de València
  
  Valencia, España
2. [2] Politécnico Grancolombiano
  
  Politécnico Grancolombiano
  
  Colombia
Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 25, Nº. 1, 2019, págs. 38-47
Idioma: inglés
Enlaces
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Resumen
- This study aims to assess the role of a natural environment and its effects on the following components of attitudes: cognitive image, affective response, and behavioral intentions. Using a survey conducted among 292 mall visitors, this study also examines how the perception of the atmosphere in a mall can indirectly affect behavioral intentions. The findings confirm that the components of cognitive image, namely, appealingly design features, may positively influence affective responses at malls. Affective response also positively impacts the behavioral intention of a mall visitor. Affective response features were found to be more powerful than the cognitive image and natural atmosphere attributes to affect the behavioral intentions of visitors through a multiple measurement analysis. In addition, different theoretical and practical implications are discussed.