This study empirically tests a model that proposes that the atmospheric cues of the online store influence shoppers' emotional and cognitive states, which then affect their shopping outcomes. The results support the model propositions and show a significant effect of site atmospherics on shopper attitudes, satisfaction, and various approach/avoidance behaviors as a result of the emotions experienced during the shopping episode. In addition, the findings confirm the hypothesized moderating effects of two individual traits, namely, involvement and atmospheric responsiveness. The results underscore the role that online store atmospherics play in creating positive reactions from shoppers and demonstrate that these positive reactions will be more pronounced under certain conditions. ᭧

Purpose -The paper's purpose is to outline the potential competitive advantage firms can create through the creation of a sustainable supply chain, and to describe potential measures for managers to use. Design/methodology/approach -Arguing that firms can increase their competitive advantage as a result of a stronger triple bottom line, propositions are created from a natural-resource-based view of the firm perspective that is supported using accounting theory, management strategy, green logistics and supply chain literatures. Secondary data resources that could be used for testing by managers and academicians are identified. Findings -The paper finds that, as sources of competitive advantage for firm become scarcer, potential new areas of advantage must be explored. Practical implications -This research will serve to help managers in the exploration of these possible outlets. Originality/value -This paper is the first to explore the impact of a sustainable supply chain on the triple-bottom line of a firm. Not only does this fill a necessary gap, it also serves to bring together the supply chain, sustainability and triple-bottom-line literatures to create a potential advantage for future organizations.

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