How Inspiring! The Impact of Repurposed Design on Customer Inspiration and Repurchase Intention

Abstract

The uprise of responsible consumption is provoking hospitality and tourism businesses to adopt responsible practices such as repurposed servicescape design. Against this practical background, the current research examines the effects of repurposed design (vs. no repurposed design) on customer inspiration and repurchase intention. Study 1 shows that, when applied to the functional (not aesthetic) aspect of the servicescape, repurposed design (vs. no repurposed design) will render significantly higher levels of customer inspiration and repurchase intention toward the business. Study 2 results indicate that the functional servicescape bounded effect of repurposed design (vs. no repurposed design) applies only when the design source was supplier (not employee). Moderated mediation analysis further demonstrates that such conditional effects of repurposed design (vs. no repurposed design) are driven by the psychological mechanism via substantive CSR engagement attribution. Findings from this pioneering research provide important theoretical and practical contributions for CSR, sustainability, and responsible consumption.