Nature in malls: Effects of a natural environment on the cognitive image, emotional response, and behaviors of visitors

Abstract

This study aims to assess the role of a natural environment and its effects on the following components of attitudes: cognitive image, affective response, and behavioral intentions. Using a survey conducted among 292 mall visitors, this study also examines how the perception of the atmosphere in a mall can indirectly affect behavioral intentions. The findings confirm that the components of cognitive image, namely, appealingly design features, may positively influence affective responses at malls. Affective response also positively impacts the behavioral intention of a mall visitor. Affective response features were found to be more powerful than the cognitive image and natural atmosphere attributes to affect the behavioral intentions of visitors through a multiple measurement analysis. In addition, different theoretical and practical implications are discussed. JEL classification: M3, M20, Keywords: Natural atmosphere, Cognitive image, Affective response, Behavioural intentions, Shopping malls, Multiple measurement analysis