بررسی تاثیر تعهد خرده فروشان به توسعه پایدار بر روی تصویر اینترنتی، وفاداری مصرف کننده و تحریم مصرف کننده: پیشنهاد برای یک مدل با استفاده از تئوری رفتار برنامه ریزی

This research has a twofold objective: first, to propose a tool for evaluating retailers’ commitment to sustainable development as perceived by consumers (RCSD); second, to test a conceptual framework adapted from the Ajzen and Fishbein (1980) model and to study the impact of RCSD on the retailer’s image, consumer loyalty and boycotts. Structural equation modeling was used to test the hypothesized relationships. The study confirms the link between RCSD and the consumers’ positive image toward the retailer and suggests that sustainable development practices can help retailers build a good image among consumers. But there is no link between RCSD and consumer loyalty, showing that sustainable development is not a purchase criterion for consumers.