ABSTRACT
As a consequence of greater awareness of sustainable practices on the part of the consumer, sustainability is postulated as a differentiating factor for retail businesses. In light of the scarcity of research into the nexus between sustainability and consumer satisfaction, this work aims to further investigate possible links between these variables. A structural model is tested to examine links between the constructs defined in this research from a sample of 510 customers of grocery retail stores who participated in a survey. The authors find evidence in favour of the positive influence of different dimensions of sustainability on store image and on store awareness. Likewise, store image and store awareness are postulated as key variables in the building of consumer satisfaction in the retail sector. This research presents that current business models emerge from businesses that are more sustainable. Hence, managers of retail stores should address their efforts to implement sustainable activities in stores, with the objective of improving the perception held of the store. The reduction of the fabless noxious materials towards the environment, the collaboration in social activities and the manufacture of new products with recycled materials, are just a few examples to take into account to attract consumers with values related to sustainability. Regarding the literature review, this is the first research that looks at the relationship between different dimensions of sustainability and store image and store awareness and their effects on consumer satisfaction in one structural model.
