A review of an article on Survival of traditional retail, notably on its research approaches: for MBA students

A review of an article on Survival of traditional retail, notably on its research approaches: for MBA students

 

How to describe the article in Harvard reference format?

Turienzo, J. (2026) ‘Survival of traditional retail: the impact of consumer social awareness on the evolution of commerce’, Journal of Family Business Management, 16(3), pp. 650-666. doi: 10.1108/JFBM-06-2025-0158.

 

Highlight the main research issues and research objectives, 2 main academic theories used and the main research methods used in this article.

Based on the provided article, here are the key points:

Main Research Issues:

• The impact of consumer social awareness on the purchasing preferences between traditional family retail businesses and e-commerce.
• The survival and evolution of traditional family-owned retail businesses in the face of technological advancements and changing consumer behavior.
• The role of intangible factors such as trust, social and environmental awareness, and animal welfare in influencing consumer choice and family business viability.
• The coexistence and competition between family-owned retail businesses and e-commerce platforms from a social and sustainability standpoint.

Research Objectives:

• To analyze the purchasing preferences of Spanish and Portuguese consumers regarding traditional family retail versus e-commerce.
• To categorize and associate intangible factors (like social awareness, trust, sustainability) with consumer choices in the retail sector.
• To quantify the relevance of intangible factors that support the viability of family-owned retail businesses in Iberian Peninsula markets.
• To examine consumer expectations and choices through the perspectives of Willingness-To-Pay (WTP) and the Triple Bottom Line (TBL) theories.
• To provide theoretical and practical insights into how family businesses can adapt and survive in the evolving retail landscape.

Two Main Academic Theories Used:

1.    Ajzen’s Theory of Planned Behavior (TPB) (1991)

• Utilized to explain how attitudes, social norms, and perceived control shape consumer behavior, especially relating to digital commerce engagement.

2.    Triple Bottom Line (TBL) Theory

• Applied to analyze sustainability dimensions — economic, social, and environmental factors — influencing consumer choices and business strategies for family retailers.

In addition, Willingness-To-Pay (WTP) perspective is integrated with TBL in this study to better understand consumer preferences and their readiness to pay for sustainability, social values, and trust-based attributes.

Main Research Methods:

• Quantitative research methodology using survey data from 481 participants from Spain and Portugal.
• Statistical analysis to evaluate consumer preferences, attitudes, and willingness to pay regarding retail channels, focusing on intangible factors related to social awareness, environmental care, animal welfare, trust, and community belonging.
• Comparisons of consumer perceptions between family-run physical stores and e-commerce platforms to identify key drivers behind channel selection and to test formulated hypotheses.

These methods allow the study to empirically demonstrate how consumer social awareness impacts the survival and competitiveness of traditional family retail businesses.

 

What research approaches (reasoning) [inductive/ deductive] and research approaches (methods) [qualitative/ quantitative/ mixed methods research] have been used in this study?

The study uses the following research approaches and reasoning:

Research Approach (Reasoning):

• Deductive approach The study formulates hypotheses based on existing theories such as Ajzen’s Theory of Planned Behavior (TPB) and the Triple Bottom Line (TBL) framework. These hypotheses are then tested empirically using survey data and quantitative analysis, indicating a deductive reasoning approach where theory guides the research design and data interpretation.

Research Approach (Methods):

• Quantitative research The study employs quantitative methods primarily, collecting data via surveys from 481 participants and applying statistical techniques to analyze consumer preferences, willingness-to-pay, and the impact of intangible social and environmental factors on retail channel choice. The use of binary logistic regression and statistical modeling to test relationships between variables also confirms the quantitative nature of the methodology.

No qualitative or mixed methods approach is explicitly indicated in the provided sections; the focus is on quantitative data collection and analysis to verify theorized relationships.

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Summary:

• Deductive reasoning approach
• Quantitative research method using survey data and statistical analysis

This is consistent with the emphasis on testing hypotheses and measuring consumer behavior quantitatively in the retail context

 

Conduct a review of the article using the Socratic Method.

Below is a Socratic-style review of the article "Survival of traditional retail: the impact of consumer social awareness on the evolution of commerce" by Javier Turienzo, guiding through critical questions and reflective answers.

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1. What is the main purpose of this study? The study aims to analyze the purchasing preferences of Spanish and Portuguese consumers, specifically how intangible factors like trust, social awareness, and sustainability influence their choices between traditional family-owned retail stores and e-commerce platforms.

2. Why is understanding these purchasing preferences important? Understanding preferences is crucial because the retail sector is undergoing significant transformation due to evolving social trends and technological advancements, which threaten the viability of small family-run traditional retail businesses. This analysis helps identify factors that can support their survival and competitiveness.

3. On what theoretical foundations does the study build? It draws on Ajzen's Theory of Planned Behavior (TPB) to explain consumer behavior intentions and the Triple Bottom Line (TBL) framework to evaluate sustainability implications across economic, social, and environmental dimensions. The SHIFT framework is also invoked to understand psychological drivers behind sustainable consumer decisions.

4. What methodology does the author employ to investigate these questions? The study uses a quantitative research design, collecting survey data from 481 consumers in Spain and Portugal. It analyzes key variables related to sustainability, animal welfare awareness, social influence, and support for local businesses through statistical models including logistic regression.

5. Are the methods suitable for the research questions posed? Why or why not? Yes, quantitative surveys and modeling are appropriate because they enable measurement of the relationships between consumer awareness variables and purchasing preferences across a relatively large sample. This method allows for generalizing findings and testing hypotheses deductively.

6. What key results emerge from the analysis? The findings show that consumers who value environmental and animal welfare awareness are more likely to shop at physical family-owned stores rather than e-commerce. Social factors such as community belonging and support for local businesses also positively influence preference for traditional retail. Trust and sustainability significantly offset price considerations.

7. How do these results contribute to existing knowledge? The study extends literature by empirically demonstrating how intangible factors, especially sustainability and social awareness, serve as competitive advantages for family-owned retailers amidst digital transformation. It confirms the applicability of integrating Willingness-To-Pay with the Triple Bottom Line in retail strategy analysis.

8. What practical implications does this study suggest for family businesses? Family businesses should emphasize sustainability, animal welfare, and social commitments in their marketing strategies to build trust and differentiate themselves from e-commerce. They may also capitalize on social bonds and community identity to justify premium pricing and foster customer loyalty.

9. Are there recommendations for policymakers? Yes, the study recommends developing programs to enhance social and environmental awareness, providing incentives for sustainable practices, and integrating family-owned retailers into broader sustainability initiatives like the EU Green Deal and national recovery plans. Training and public campaigns can strengthen consumer trust and business viability.

10. What limitations did the study acknowledge, and how might future research address them? The study notes the limited cultural and geographical scope focused on Iberian consumers, which may restrict generalizability. It encourages future cross-cultural research to validate and extend findings across different social and economic contexts.

11. What assumptions underlie the study's reasoning? The study assumes consumer awareness and social values significantly impact retail choice and that family businesses can operationalize sustainability and trust as competitive advantages. It also presumes that survey responses reflect actual purchasing behavior and that sustainable practices correlate with long-term viability.

12. Are these assumptions reasonable? Given supporting literature and empirical evidence, these assumptions seem justified. However, actual consumer behavior can be complex and influenced by external factors beyond awareness, such as convenience or price, which may not be fully captured by the survey.

13. What alternative explanations or perspectives could be considered? Alternatives might highlight the continued growth and operational efficiencies of e-commerce, or socioeconomic factors limiting consumer willingness to pay premiums for sustainability. Also, qualitative insights could deepen understanding of emotional and cultural drivers behind consumer behavior.

14. How does this study balance the coexistence of e-commerce and traditional retail? The study suggests that both channels meet complementary but distinct consumer needs. E-commerce suits convenience and price sensitivity, while family retail attracts those valuing sustainability, trust, and community engagement, indicating potential coexistence rather than total substitution.

15. What overarching insight does this study provide about the future of traditional retail? It offers an optimistic view that traditional family-run retail can survive and even thrive by leveraging social awareness and sustainability values, if supported by tailored business strategies and favorable policy frameworks, despite the pressures from digital commerce.

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This Socratic review highlights the study's rationale, methods, findings, implications, and critical reflections, fostering a deeper understanding of how consumer social awareness shapes the evolution of traditional retail amidst growing e-commerce.

 

Describe 2 main research limitations of the study.

Two main research limitations of the study are:

1.    Geographical and Cultural Scope: The study focuses exclusively on consumers from the Iberian Peninsula (Spain and Portugal). This regional and cultural specificity may limit the generalizability of the findings to other cultural, social, or economic contexts. Consumer behavior and social awareness factors might differ significantly in other countries or regions, so the results should be interpreted with caution outside this setting.

2.    Sample Size and Representation: Although the sample consists of 481 participants, the study acknowledges that the sample size and its heterogeneity might influence the reliability and robustness of the results. A larger or more diverse sample could provide more nuanced insights and improve the representativeness of the conclusions regarding consumer preferences and sustainability perceptions.