Influence of retailers’ commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior

This research has a twofold objective: first, to propose a tool for evaluating retailers’ commitment to sustainable development as perceived by consumers (RCSD); second, to test a conceptual framework adapted from the Ajzen and Fishbein (1980) model and to study the impact of RCSD on the retailer’s image, consumer loyalty and boycotts. Structural equation modeling was used to test the hypothesized relationships. The study confirms the link between RCSD and the consumers’ positive image toward the retailer and suggests that sustainable development practices can help retailers build a good image among consumers. But there is no link between RCSD and consumer loyalty, showing that sustainable development is not a purchase criterion for consumers.