The Effects of the Biophilic Atmosphere on Hedonic Value, Utilitarian Value, and Customer Loyalty

Abstract

Current literature emphasizes the benefits of the biophilic atmosphere on people’s lives. However, there is a shortage of in-depth research pertaining to its effects on variables such as perceived value and customer loyalty. Therefore, the objective of this study is to evaluate the positive effects of the biophilic atmosphere both in the hedonic and utilitarian dimensions of perceived value and on customer loyalty. An analysis conducted using structural equations applied to 385 customers in shopping malls revealed that hedonic and utilitarian values mediate the relationship between this new retail atmosphere and loyalty responses. Additionally, results indicate that hedonic value can positively influence utilitarian value in a physical setting that includes natural elements. These results improve the understanding of the effect of biophilia on the promotion of sustainable environmental practices of protection and preservation of nature; moreover, they offer alternative information to encourage attraction and loyalty towards modern commercial settings.