Abstract
This research examines regulatory attention, explicit and implicit preferences, shop features, epistemic value, and environmental awareness in Bangladeshi supermarket consumers’ decision behaviour. The study uses Regulatory Focus Theory (RFT) to create and evaluate a comprehensive model that incorporates theoretical and current features to better understand supermarket customer decision-making. A organized questionnaire was given to 150 store customers, following a quantitative method and convenience technique. SEM analysis was done using SMART PLS 3 and IBM AMOS. The results show that regulatory emphasis, explicit preference, implicit preference, store features, epistemic value, and sustainability favourably affect customer decision behaviour. The research details how regulatory emphasis, store features, epistemic value, and environmental awareness influence consumer decisions, providing supermarkets with practical insights to improve customer adoption methods. This study may help marketers, politicians, and service providers understand and use customer behaviour to boost supermarket involvement. The research applies a verified, comprehensive model to the Bangladeshi retail industry, making a unique contribution despite time and expertise restrictions. Empirical facts and a theoretical framework for consumer behaviour analysis study and strategy expand the literature.
Keywords: Supermarket, Regulatory focus, Explicit Preference, Implicit Preference, Store Attributes, Epistemic value, Sustainability.