It is the objective of this research is to develop a scale that captures the notion of sustainability-oriented innovation in retailing from the consumer's perspective. For this, a scale is proposed to measure the innovation of services oriented towards sustainability, through...

Purpose Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work aims...