SUSTAINABLE VISUAL MERCHANDISING AND CONSUMER PURCHASE INTENTIONS: ASSESSING THE ROLE OF ECO-FRIENDLY RETAIL PRACTICES IN CONTEMPORARY RETAIL ENVIRONMENTS

Abstract

Sustainability has emerged as a critical concern in contemporary retailing due to increasing environmental awareness among consumers and growing pressure on businesses to adopt responsible practices. Visual merchandising, a key component of retail strategy, has evolved beyond aesthetic appeal to incorporate sustainability principles that influence consumer perceptions and purchasing decisions. This study examines the relationship between sustainable visual merchandising practices and consumer purchase intentions in contemporary retail environments. The research investigates how eco-friendly store displays, sustainable materials, green communication strategies, and environmentally responsible retail practices affect consumer attitudes, trust, and buying behavior. Using a descriptive and analytical research approach, the study synthesizes recent literature and industry developments up to 2024. The findings indicate that sustainable visual merchandising positively influences consumer purchase intentions by enhancing brand image, customer engagement, and perceived corporate social responsibility. The study concludes that retailers who successfully integrate sustainability into visual merchandising strategies can achieve competitive advantages while contributing to environmental sustainability.