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In order to highlight the extent to which young consumers, or members of Generation Z, are familiar with the sustainability principles implemented by retailers operating in emerging markets, the authors conducted a qualitative empirical research study with the help of a semi-structured in-depth interview guide. Respondents were asked to express their perception of the extent to which their favorite retailers adopted and implemented the social, economic, and environmental dimensions of sustainability. The results show that respondents viewed retailers’ sustainability orientation favorably, specifying concrete measures implemented by their preferred retailers. They seemed to favor those retail networks making a useful and proactive contribution to resource preservation and environmental protection, whilst taking care of employees’ welfare and being involved in their local communities. From a theoretical perspective, the paper makes a clear contribution to enhancing the generational theory-based studies on emerging markets, where market conditions and polyvalent consumer behavior are highly dynamic, and where sustainability principles play a major role in drawing and maintaining their customers. From a management perspective, the paper provides retailers with an overview on the measures, tactics, and actions that allow them to properly target consumers and develop a proper customer approach strategy.

Customer loyalty enables companies to outperform competitors and better satisfy customers’ needs and desires. People today are increasingly interested in buying green or sustainable products, pursuing responsible consumption, getting involved in environmental protection activities and preserving resources. These key elements of sustainability are crucial in retailer strategies for approaching customers, strategies encompassing both communication and well-structured offers of sustainable, green and environmentally friendly products to gain customers’ loyalty and assist them in adopting responsible (green) consumption behaviours. This may not be the case in all retail markets or sub-markets, however. This paper investigates these issues in the context of the emerging European economy of Romania, using a survey conducted in four major retail segments comprising more than 3,000 respondents. Using structural equation modelling the authors reveal that Romanian retailers are concerned with drawing customers and gaining their loyalty by adopting strategies based on the principles of sustainability. The results indicate that in this emerging market behavioural antecedents differ across the analysed retail formats in building green loyalty, which represents a challenge for retailers in their attempt to draw, satisfy and bind consumers to their retail formats and stores. At the same time, there is also a growing awareness of green aspects among Eastern Europeans, even if they have been challenged with sustainability issues and the need to adopt green behaviours more recently than their Western European counterparts.

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The purpose of our empirical investigation, based on the theory of reasoned action and generational theory, is to study the green DIY retail store choice of socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers and Gen Zs). The authors base their quantitative research on structural equation modelling in an emerging market (Romania) to highlight the socially responsible consumption behavioural factors (education on environmental protection and social responsibility, rational use of resources and financial sacrifice necessary to protect the environment) which drive the customers of international DIY store chains operating in Europe in their choice of retail formats. The results reveal that there is a difference between Romanian and European-based retail chains with respect to the impact of socially responsible consumption behavioural dimensions on the choice of retail format, due to their respective communication of environmental governance strategies and different actions implemented. The research contributes to the development of the literature by establishing a connection between socially responsible consumption behaviour and retail format choice in green DIY retailing. From the management perspective, the paper provides retailers operating in emerging markets with possible directions to adapt their strategies when approaching these markets. The value of the paper lies in the application of socially responsible consumption behaviour scale and generational theory in green DIY retailing to a fast-growing emerging market, with a view to enhancing consumer retail format choice, depending on their attitudes towards social responsibility and propensity towards environmental protection.