GREENERY EFFECTS ON ORCHARD'S RETAIL LANDSCAPE

Abstract

This study aims to investigate the impact of greenery on shopping behaviour and whether there are difference in the impact of greenery by shopper type, social demographics such as local, tourists and age groups. To test the hypothesis, both qualitative and quantitative approach was used to target this academic research. Detailed interviews of 10 shoppers and an extensive survey covering 300 shoppers in 5 different malls in Orchard. The behaviour, motivations, perceptions, and demographics of shoppers were analysed with respect to green elements around Orchard Road. Using survey data, analysis by ANOVA Test and T-tests were used to determine the relationship between these variables and a strong association was found between tourists and preference for greenery in retail environments. The challenge of these findings lies in their implications for retailers and urban planners. While the data suggests that greenery has a general appeal, the lack of statistically significant findings concerning the frequency of visits and age-specific preferences introduces complexity into how greenery should be strategically incorporated into retail spaces on Orchard Road.