Purpose

The purpose of this study is two-fold. First, to examine the relationship between the retailer’s innovativeness and sustainability from the customer standpoint. Second, to assess the impact of the retailer’s innovativeness and commitment toward sustainability as perceived by the consumer on store image and store equity.

Design/methodology/approach

To achieve this objective, a theoretical model is proposed based on the literature that is tested through an empirical study conducted on a sample of 510 customers of three grocery retail formats – i.e. hypermarkets, supermarkets and discount stores.

Findings

The results obtained confirm the hypotheses proposed and, consequently, both innovation and sustainability emerge as key elements in the development of store equity through store image.

Originality/value

This study allows to draw a set of managerial recommendations for food retailers based on the benefits of investing in innovative processes, that boosted by the implementation of innovative solutions, assist in the development of sustainable practices, thus allowing improvements in store image and store brand equity.

中文翻译：

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了解对可持续服务实践的创新和承诺

目的

这项研究的目的有两个。首先，从客户的角度考察零售商的创新性和可持续性之间的关系。其次，评估零售商的创新性和消费者对可持续性的承诺对商店形象和商店资产的影响。

设计/方法/方法

为实现这一目标，基于文献提出了一个理论模型，该模型通过对三种杂货零售业态（即大卖场、超市和折扣店）的 510 名客户样本进行的实证研究进行了测试。

发现

获得的结果证实了所提出的假设，因此，创新和可持续性成为通过商店形象发展商店资产的关键要素。

原创性/价值

本研究允许基于投资创新流程的好处为食品零售商制定一套管理建议，通过实施创新解决方案促进可持续实践的发展，从而改善商店形象和商店品牌资产.