A1 Journal article (refereed)
Experiencing ethical retail ideology in the servicescape (2021)

Pecoraro, M., Uusitalo, O., & Valtonen, A. (2021). Experiencing ethical retail ideology in the servicescape. Journal of Marketing Management, 37(5-6), 520-547. https://doi.org/10.1080/0267257X.2020.1851287

JYU authors or editors

Publication details

All authors or editorsPecoraro, Maria; Uusitalo, Outi; Valtonen, Anu

Journal or seriesJournal of Marketing Management



Publication year2021

Publication date04/12/2020


Issue number5-6

Pages range520-547


Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/73041


Studies of the ideological underpinnings of retail stores have improved our understanding of consumers’ retail experiences in brand and national ideology contexts. In retailing, ideology is manifested in retail spatial settings through tangible and intangible cues in servicescapes. This study expands our knowledge on ethical retail ideology by exploring how servicescapes convey cues that shape consumption experiences and foster ethical consumption. Data from an ethnographic study highlight how consumption experiences in physical retail spaces embedding a particular ethical ideology can be thematised as aesthetics, nostalgia and care. We show that the material and discursive aspects in servicescapes conveying an ethical ideology influence embodied consumption experiences. This study thus contributes to the understanding of retail ideologies and the connections between sustainable consumption and the servicescape.

Keywordsethical consumerismretail tradeconsumer habitsethnography

Free keywordsethical consumption; servicescape; retail ideology; consumption experience; ethnography

Contributing organizations

Ministry reportingYes

Reporting Year2021

JUFO rating1

Last updated on 2024-03-04 at 20:36