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Export Reference (APA) 
Aires, M., Dias, Á. & Pereira, L. (2024). How visual merchandising influences Generation Z purchasing behaviour in supermarkets. International Journal of Arts and Technology. 15 (1), 13-37
Export Reference (IEEE) 
M. Aires et al.,  "How visual merchandising influences Generation Z purchasing behaviour in supermarkets", in Int. Journal of Arts and Technology, vol. 15, no. 1, pp. 13-37, 2024
Export BibTeX 
@article{aires2024_1716184488224,
	author = "Aires, M. and Dias, Á. and Pereira, L.",
	title = "How visual merchandising influences Generation Z purchasing behaviour in supermarkets",
	journal = "International Journal of Arts and Technology",
	year = "2024",
	volume = "15",
	number = "1",
	doi = "10.1504/IJART.2024.137300",
	pages = "13-37",
	url = "https://www.inderscience.com/offers.php?id=137300"
}
Export RIS 
TY  - JOUR
TI  - How visual merchandising influences Generation Z purchasing behaviour in supermarkets
T2  - International Journal of Arts and Technology
VL  - 15
IS  - 1
AU  - Aires, M.
AU  - Dias, Á.
AU  - Pereira, L.
PY  - 2024
SP  - 13-37
SN  - 1754-8853
DO  - 10.1504/IJART.2024.137300
UR  - https://www.inderscience.com/offers.php?id=137300
AB  - The competitive landscape between brands and retailers requires the optimisation of strategies to increase consumer purchases. Visual merchandising elements can effectively influence consumers to buy certain products or brands, even if unplanned. Different generations have different needs and require tailored strategies. This study examines the impact of visual merchandising elements on the impulse buying tendencies of Generation Z. The variables analysed include store layout, colours, lighting, in-store promotions, store ambience and salesperson interactions. A literature review explored these variables, consumer behaviour and the characteristics of Generation Z. Nine hypotheses were then formulated and tested using an online questionnaire. The survey received 206 responses from Gen Z, exploring their perceptions of these elements and their impulse buying behaviour. The results showed that in-store promotions and store ambience have a positive effect on Generation Z's impulse buying behaviour, while lighting has a negative effect. Store layout also influences their impulse buying tendencies when mediated by store ambience.
ER  -