Title

NOSTALGIC COLORS UTILIZATION ON CONSUMERS' ACTUAL PURCHASE AND REVISIT INTENTION IN RETAIL STORES A MEDIATION ANALYSIS

Author(s)

Colastre, Angela C.

Jaleco, Christine R.

Pacatang, Spencer C.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Carpio, Renzitelo Alf P. – Adviser

Elmedulan, Arniel Jr. M. – Panel

Edullantes, Yolando Jr. P. – Panel

Carpio, Renzitelo Alf P. – Instructor

Year

2025

Abstract

Nostalgic colors have emerged as a visual strategy in the retail industry, shaping consumers' perceptions, decisions, and behaviors. This study sought to explore the mediating effect of consumers' actual purchase on the relationship between the utilization of nostalgic colors and consumers' revisit intention in retail stores. The study utilized a predictive correlational design using mediation analysis. The study's respondents were 384 Gen 2 college students from Oroquieta City, Ozamiz City, and Tangub City, selected through a cluster sampling technique. This study was conducted in one of the higher education institutions in Misamis Occidental. The research data was gathered through adapted and modified research questionnaires, specifically the Nostalgic Colors Utilization, Consumers' Actual Purchase, and the Consumers' Revisit Intention in Retail Stores Questionnaires. The mean, Standard Deviation, and Mediation Analysis with Bootstrapping were used to analyze the data. The results show that the levels of nostalgic color utilization, actual purchase behavior, and revisit intention in retail stores all received very high ratings. A strong positive relationship was found between the utilization of nostalgic colors and actual purchase, as well as between actual purchase and revisit intention. Furthermore, actual purchase behavior was found to be a significant mediator, linking nostalgic colors utilization and revisit intention. Additionally, nostalgic color use significantly influenced consumers' actual purchase, which, in turn, mediated their revisit intention, underscoring its role in evoking emotional and cognitive responses that drive purchasing and loyalty behaviors. Consumers' actual purchase behavior serves as a crucial psychological link, deepening the influence of nostalgic color use on their intention to revisit retail stores. In this vein, retail establishments may strategically integrate nostalgic color palettes into store designs, seasonal promotions, and visual merchandising to deepen emotional engagement, enhance purchasing motivation, and strengthen consumer loyalty.

Keywords

consumers' actual purchase, emotional engagement, nostalgic colors utilization, retail store atmospherics, revisit intention