Abstract
The current study investigates the effect of mall personality on shopping value and mall patronage intention. After covid-19, the retail sector exerts more influence on environmental performance. The unit of analysis in the present study is individuals consisting of customers who use shopping malls. Three hundred questionnaires were distributed through convenience sampling, while 245 questionnaires were filled for further statistical analysis. The present study deploys a regression approach through a structural equation modelling technique using SmartPLS 4.0 version software. The results indicate that mall personality significantly influences mall patronage intention by mediating the impact of shopping value. The current study delivers numerous theoretical and practical contributions by extending the planned behaviour theory. The present study's findings suggested applicable guidelines for practitioners and policymakers in the retail sector to follow the mall patronage intention practices and improve the behaviour of mall customers. Keywords: Mall personality, shopping value, mall patronage intention, theory of planned behaviour.
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