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The Influence of Retail Environment and In-Store Promotions on Organic Food Sales: A Conceptual Framework

Author

Listed:
  • Harniyati Hussin

    (Faculty of Business and Management, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, Malaysia and Graduate School of Business, Universiti Sains Malaysia, 11800, USM Penang, Malaysia.)

  • Roszi Nazariah Nasni Naseri

    (Faculty of Business and Management, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, Malaysia)

  • Intan Maizura Abdul Rashid

    (Faculty of Business and Management, Universiti Teknologi MARA, Melaka Branch, Bandaraya Melaka Campus, Malaysia)

  • Mastura Roni

    (Faculty of Business and Management, Universiti Teknologi MARA, Melaka Branch, Bandaraya Melaka Campus, Malaysia)

Abstract

This conceptual paper explores the influence of retail environment and in-store promotions on consumer purchasing behaviour toward organic foods by applying the Cognitive-Affective-Behavior (CAB) Model. The study synthesizes recent literature (2019–2024) to explain how retail cues (e.g., store layout, signage, product placement) and promotional activities (e.g., discounts, free sampling, eco-labels) interact to shape cognitive evaluations, affective responses, and purchase behaviours. Findings highlight the importance of cognitive-affective congruence in fostering consumer trust, alleviating price concerns, and enhancing purchase intentions. This study contributes theoretically by contextualizing the CAB Model within sustainable consumption, while offering practical implications for retailers, marketers, and policymakers to optimize strategies for promoting organic food sales. Future research directions are proposed to empirically validate the framework across cultures and product categories.

Suggested Citation

  • Harniyati Hussin & Roszi Nazariah Nasni Naseri & Intan Maizura Abdul Rashid & Mastura Roni, 2025. "The Influence of Retail Environment and In-Store Promotions on Organic Food Sales: A Conceptual Framework," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 7342-7349, August.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-8:p:7342-7349
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