Abstract

The paper aims to provide additional knowledge about the relationship between store environment and consumer behavior by investigating the influence of selected environmental variables (internal design and tenant-mix) on consumers' emotional states and shopping outcomes. The proposed framework is based on model proposed by Mehrabian and Russell (1974) and is tested through a survey in two shopping centres in the city of Benevento. Results show that the selected environmental variables play a significant role in influencing consumers' shopping outcomes and that such relationship is moderated by the different nature of emotional states. On the basis of results, authors discuss the contribution of the study to marketing literature and the implications for the management of retail and service firms.