A STUDY ON THE IMPACT OF SUSTAINABLE TRANSPORTATION INITIATIVES ON RETAIL STORE IMAGE AND CONSUMER PERCEPTION IN TRICHY

Abstract

The primary objective of this study is to examine the impact of sustainable transportation initiatives on retail store image and consumer perception. The study focuses on understanding how eco-friendly transportation practices adopted by retail stores influence consumer awareness, trust, perception, and overall evaluation of the brand. A descriptive research design was employed for the study, and data were collected through a structured questionnaire using a survey-based method. A pilot study was conducted with 30 respondents, and the reliability analysis yielded a Cronbach’s Alpha value of 0.752, indicating acceptable reliability. The final sample size consisted of 226 respondents. Both primary and secondary data were utilized for analysis. The collected data were analysed using percentage analysis, correlation, and multiple regression techniques. The findings reveal that sustainable transportation initiatives have a significant positive impact on retail store image and consumer perception. The study concludes that adopting eco-friendly transportation practices enhances brand value and positively influences consumer attitudes. It also suggests that increasing awareness and improving sustainable logistics strategies can further strengthen store image and customer perception.