The purpose of the present study was to understand the role of sustainable visual merchandising practices in predicting retail store loyalty. Stimulus-Organism-Response model framework was used along with extant literature to support the proposed hypotheses. An online survey was administered to collect the data from a convenience sample of students in a large public university in the United States. A total of 737 useable surveys were collected. A variety of statistical analysis was conducted. Structural equation modelling was used to test the hypotheses. Based on standardised path coefficients and significance levels, attitude toward sustainable visual merchandising practices positively influenced both (H1) willingness to buy and (H2) patronage intention. The relationship between willingness to buy and store loyalty (H3) was non-significant. Patronage intention (H4) positively influenced the store loyalty. In total, the hypothesised model explained 60% of variance in store loyalty. Theoretical and managerial implications are discussed.
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