Predicting patronage behaviors in a sustainable retail environment: Adding retail characteristics and consumer lifestyle orientation to the

This study investigated consumer patronage (i.e., shopping and making purchases) at Recreational Equipment Inc. (REI), specifically examining consumer response to REI's incorporation of sustainable design principles at their Denver flagship store. Data were collected using a consumer intercept survey at the Denver REI store (n = 186). Of particular interest was the role of store atmospherics - including sustainable store design, historic preservation, and urban renewal efforts - in shaping consumers' future intentions to patronize REI Denver. Consumers' intentions to patronize REI were modeled using the classic belief-attitude-behavior intention model (i.e., attitude and subjective norm) based upon the theory of reasoned action, and an extended model that included variables external to the theory. Findings suggest that, when used to predict consumer patronage behaviors, the classic belief-attitudebehavior intention model should be extended to include retail characteristics, notably store atmospherics and merchandise assortment; a social context or social identity variable such as consumer lifestyle orientation; and demographics.