ABSTRACT
Purpose: Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater – comprised of purposeful and visible dynamic performance and static staging cues – on customers' approach-avoidance intentions in the retail environment. The authors explore the underlying process and show when environmental conditions such as human crowding dilute the positive effects of hygiene theater. Design/methodology/approach: Across three experiments, participants evaluated a video or scenario related to a shopping experience in a retail store. Sequential mediation and moderated sequential mediation using PROCESS were performed. Findings: The results show a positive and direct effect of hygiene visibility on approach responses, due to a reduction in perceived risk and increased psychological comfort. This positive effect is diluted when crowding in the retail environment is high. Originality/value: As society adapts to a new normal, this study offers contributions to improve theoretical knowledge of the impact of hygiene theater on customer approach responses, helping retailers to develop and implement health and safety policies, better equipping them to manage similar situations going forward. The authors provide insights for academics and practitioners alike. © 2023, Emerald Publishing Limited.