From Symbolic Sustainability to Behavioural Transformation: Introducing Mall-Based Eco hubs and the Eco-Infrastructure Transformation Model (EITM) in Sustainable Retail

Scepticism about green marketing claims on the part of consumers is increasingly common, which highlights the major drawbacks associated with symbolic green marketing when it comes to fostering authenticity in terms of sustainability. While there exists a considerable amount of research literature dealing with sustainability in retailing, no construct has been identified that integrates all four important factors at once. In response, this study proposes the construct of Mall-Based Eco hubs as well as the Eco-Infrastructure Transformation Model (EITM), a conceptual model which considers the interplay among these four factors. Using signalling theory, Stimulus-Organism-Response model, and self-perception theory, the EITM postulates that Eco hubs can be viewed as observable, irreversible signals of sustainability-related authenticity within the everyday context of consumption behaviours. Seven hypotheses investigate the effect of Eco hub attributes on perceived authenticity, perceived consumer effectiveness, pro-environmental self-identity, and sustainable behavioural spill-over, moderated by institutional legitimacy and fit between firms and environmental causes. A quantitative analysis approach using PLS-SEM methodology and 400 participants in Malaysia's retail market will be applied. Most importantly, the model highlights a green washing paradox: the more visible the infrastructure becomes, the stronger its effect on authenticity when organizational fit is high, and the weaker on suspicion when low.

Keywords

Mall-Based Eco hubs, Sustainable Retail Infrastructure, Costly Signalling Theory, Green washing Amplification, Perceived Consumer Effectiveness

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From Symbolic Sustainability to Behavioural Transformation: Introducing Mall-Based Eco hubs and the Eco-Infrastructure Transformation Model (EITM) in Sustainable Retail

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