2020 /

The Urban Forest and Shopping Environments

Citation

Wolf, K. L. (2020). The urban forest and shopping environments. In Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences, 233–256. https://doi.org/10.4018/978-1-7998-1412-2.ch011

Link to file

Cities around the world are pursuing sustainability goals, and the urban forest is a favorite strategy. It delivers real environmental and social benefits all at once. For retailers and merchants, the direct costs of planting and caring for trees can be easier to see than the environmental payoff. So why should they care?

Because a quality outdoor environment extends a store’s appeal all the way to the curb. When a shopping district looks good, visitors enjoy the experience more, and that shows up in their behavior. This chapter digs into the “atmospherics” of green retail spaces, summarizing a multi-study research program showing that a healthy tree canopy in business districts promotes positive shopper perceptions. Those responses include a stronger store image, more repeat visits, and a willingness to pay more for goods and services.

Beyond the findings, the chapter connects the results to psychological marketing theories, offers evidence-based design recommendations, and points to where future research could go. The takeaway for merchants: trees aren’t just good for the planet, they’re good for business.

Abstract

Many cities and communities are working toward urban sustainability goals, and the urban forest is one strategy to achieve environmental and social co-benefits. Yet retailers and merchants may not find environmental benefits to be compelling when compared to the direct costs of landscape and trees. Nonetheless, a quality outdoor environment can extend store appeal to the curb and boost positive experiences of visitors while in a shopping district. This chapter presents information about the atmospherics of green retail environments. A multi-study program of research shows that having a quality urban forest canopy within business districts and commercial areas can promote positive shopper perceptions and behavior. Positive responses have included store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to various psychological marketing theories, provides evidence-based design recommendations, and suggests future research activity.