Capturing consumer loyalty through technological innovation and sustainability: the moderating effect of the grocery commercial format.

Purpose: The food sector is currently undergoing a process of transition as a result of the increased level of consumers' awareness towards issues related to sustainability. This work aims at analyzing the existence of links between technological innovation and sustainability and its consequences on variables of paramount importance in the retail sector such as store image and loyalty towards the establishment. Moreover, we examine if the strength of these relations differs across store formats. Design/methodology/approach: To achieve the objective of this work, a theoretical model based on the literature is proposed, contrasted through an empirical study carried out in a sample of 510 customers from three food retail formats: hypermarkets, supermarkets and discount stores. Findings: The results indicate that technological innovation strengthens sustainability. In addition, sustainability is postulated as a dynamic element of the store's image and loyalty. The intensity of these relationships may vary depending on the commercial format. Practical implications: The implementation of innovative and sustainable practices such as reducing energy consumption, the use of recycled materials to manufacture products, and the participation of retail companies in collective social actions is considered to be of primary importance. Originality/value: The study sheds light on the knowledge of the relations between customers' perceptions of technological innovation and sustainability in retailing, confirming their influence on store image and customer loyalty. Moreover, the findings reveal the importance of sustainability and innovation for the main types of retail food store format, although with some peculiarities that allow to draw relevant managerial implications for practitioners. [ABSTRACT FROM AUTHOR]