Retail Display Elements and Consumer Purchase Intentions: An Integrated TPB–SOR Perspective from India

Abstract

Purpose: This study examined the influence of visual merchandising (VM) elements lighting, layout, display, cleanliness, and music on store atmosphere and consumer purchase intentions in organised Indian retail. The study explored the mediating role of subjective norms by integrating the Theory of Planned Behaviour (TPB) with the Stimulus, Organism, Response (SOR) framework to provide a unified explanation of how environmental stimuli interact with social pressures to shape consumer behaviour.

Methodology: Data was collected through survey by employing a structured questionnaire to 1,050 respondents across the Central, Western, and Harbour zones of Mumbai, with 974 valid responses analysed. A stratified sampling method ensured representation across age and income groups.  A 5-point Likert scale was used to assess the measurement items and the same were adapted from established scales. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS SEM) via SmartPLS 4.0.

Findings: Results confirmed that Visual Merchandising elements significantly influence both store atmosphere and subjective norms. Subjective norms, in turn, positively affects purchase intentions and mediate the relationship between Visual Merchandising cues and consumer behaviour. The model explains 47.9% of variance in purchase intentions and 23.4% in subjective norms, demonstrating strong explanatory power. Effect size analysis indicates that Visual Merchandising exerts both direct and indirect influence on purchase intentions, while subjective norms provide a complementary pathway.

Implications: The study contributes to theory by extending TPB and SOR frameworks to retail atmospherics, highlighting the underexplored role of subjective norms as a mediator. For practitioners, the findings suggested that retailers should design Visual Merchandising strategies not only to enhance product visibility and store ambience but also to align with social shopping motives, thereby strengthening consumer engagement and purchase outcomes. Originality/Value: This research addresses a critical gap in the literature by systematically testing subjective norms as a mediator between Visual Merchandising cues and purchase intentions in the context of Indian organised retail. It offers both theoretical advancement and practical insights for retailers competing in dynamic, socially influenced shopping environments.