Abstract
Small independent retailers play a crucial role both in shopping streets of town centres and in rural areas since they can potentially reduce the issue of desertification in city centres and villages (Putnam 2000). The purpose of this research is to get a better understanding of why people shop at small retailers in their community. To do so, we investigate the influence of consumer’s civic commitment. We test the effects of civic commitment both at a behavioural (civic behavioural commitment) and a perceptual level (perception of civic behavioural commitment) on small retailers’ patronage to check whether those effects are conscious acts or not. We also offer managerial insights to small retailers and small-town managers to better manage local retailer/business development.
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