Title: Exploring the relationship between store image attributes, satisfaction, behavioural intention, and marital status of grocery consumers: a moderated mediation analysis

Authors: P. Parmod; Usha Arora; Farhat Akhtar; Prerna Tuteja; Abhishek Punia; Parveen Kumar

Addresses: Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar-125001, Haryana, India ' Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar-125001, Haryana, India ' Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar-125001, Haryana, India ' Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar-125001, Haryana, India ' Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar-125001, Haryana, India ' Department of Management Studies, J.C. Bose University of Science and Technology, YMCA, Faridabad-121006, Haryana, India

Abstract: This paper tests the causal relationships between store image attributes (SIA) and behavioural intentions (BI) in the Indian grocery context, with satisfaction (SAT) acting as a mediator. Further, it seeks to establish if the marital status of shoppers influences the relationships between SIA, BI, and SAT. For this purpose, data were collected through a standard questionnaire administered to 738 urban grocery shoppers, which was analysed using confirmatory factor analysis to validate the reliability and validity of the constructs. The findings highlight that satisfaction mediates the relationship between SIA and BI. The study enriches one's insights into the interrelationships between SIA, SAT, and BI in India's dynamic grocery market, which would help formulate targeted retailing and promotional strategies. The novelty of this study is the identification of marital status as a moderator in the relationship between SIA and BI, and SAT and BI, which contributes to the existing pertinent literature.

Keywords: store image attributes; SIA; satisfaction; behavioural intention; BI; marital status; moderated mediation analysis; grocery retail store; confirmatory factor analysis.

DOI: 10.1504/IJEMR.2026.151732

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.2, pp.202 - 221

Received: 15 Mar 2023
Accepted: 28 Jul 2023
Published online: 18 Feb 2026 *

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