Shopping Behavior in ‘Health-Food Stores’: Does It Have a Hedonic Aspect?

Abstract

Individuals are changing their approach to food and this phenomenon does not affect only consumption of good food, but also purchasing behaviour. The presence of products that support a healthy lifestyle is one of the main factors people take into account when choosing a retailer. As a consequence, the market is characterized by the proliferation of healthy store formats. However, very few studies have tried to analyze shopping experience inside these stores and its antecedents. Moreover, no studies have tried to investigate how the healthiness of the assortment impact on shopping experience. Thus, the present work aims to understand the impact of healthy assortment, healthy in-store communication and atmosphere on shopping value (both utilitarian and hedonic) and the effect of shopping value on customer’s satisfaction and loyalty to the store. For the purpose of the present study, a total sample of 101 shoppers was interviewed inside a new healthy store format developed in Milan by a leading French retailing company in 2017. Data were analysed using SmartPLS package. Our findings suggest that hedonic attitudes, formed favourably by perceptions of the healthiness of the assortment and products value, have a positive impact on satisfaction and loyalty to the store.