Proceedings of The 5th International Conference on Business, Management and Economics
What Are the Impacts of Weather-Induced Mood in The Impulse Consumption Retail Activity in Brazil? Considering Online and Physical Environments?
Papa Junior, Natale
Beautiful sunny day and happiness. Cloudy rainy day and bad mood. This paper examines the relation between meteorological factors with the purchase decision making at the retail segment in Rio de Janeiro. To review correlation and causality between meteorological factors such as humidity, average temperature, wind speed and precipitation, with the purchase decision making at the online and physical environments retail segment in Rio de Janeiro, using three years of daily observations of the official climate agency and a convenience store sales data are the main goals of this study. If usually is made the link of sunny day to happy beautiful moments and grey raining days to the opposite, what are the impacts of weather-induced mood in the impulse consumption in Brazil, especially at Rio de Janeiro city considering the retail sector?
Keywords: weather-induced mood, consumer behavior, purchase decision, impulse consumption, tropical country.