Hygiene theater: an important risk reduction signal for the future of retailing
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 28 February 2023
Issue publication date: 27 November 2023
Abstract
Purpose
Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater – comprised of purposeful and visible dynamic performance and static staging cues – on customers' approach-avoidance intentions in the retail environment. The authors explore the underlying process and show when environmental conditions such as human crowding dilute the positive effects of hygiene theater.
Design/methodology/approach
Across three experiments, participants evaluated a video or scenario related to a shopping experience in a retail store. Sequential mediation and moderated sequential mediation using PROCESS were performed.
Findings
The results show a positive and direct effect of hygiene visibility on approach responses, due to a reduction in perceived risk and increased psychological comfort. This positive effect is diluted when crowding in the retail environment is high.
Originality/value
As society adapts to a new normal, this study offers contributions to improve theoretical knowledge of the impact of hygiene theater on customer approach responses, helping retailers to develop and implement health and safety policies, better equipping them to manage similar situations going forward. The authors provide insights for academics and practitioners alike.
Keywords
Citation
Phillips, M. and Vredenburg, J. (2023), "Hygiene theater: an important risk reduction signal for the future of retailing", International Journal of Retail & Distribution Management, Vol. 51 No. 9/10, pp. 1115-1134. https://doi.org/10.1108/IJRDM-10-2022-0421
Publisher
:Emerald Publishing Limited
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