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    Sustainable store atmospherics cues as drivers of impulse buying tendencies: An empirical analysis on fast fashion retail
    (IGI Global, 2025) Mehra, Aashish; Rajput, Sneha; Ata, Serhat
    The pandemic has significantly transformed the retail industry, particularly physical stores, altering consumer attitudes toward fast fashion retail. This study examines the "New Retail Normal", focusing on how store atmosphere dimensions influence store image, store satisfaction (SS), and their relationship with impulse buying. Using a standardized online survey, 518 responses were collected and analyzed through partial least squares-structural equation modeling (PLS- SEM). Results show that store layout (SL), visual merchandising (VM), and service quality inference (SQI) boost store image (SI). In contrast, store safety (STSF), store hygiene (SG), and ambiance (AMB) are more connected to SS. Notably, SS has a stronger impact on impulse buying than store image. The findings emphasize the need to understand the relationship between store atmospherics, store image, and customer satisfaction while underscoring the importance of adopting more sustainable practices in retail, thus, contributing valuable managerial insights to an often- overlooked area of sustainable store atmospherics. © 2025 Elsevier B.V., All rights reserved.