The Effect of Wet Market Attributes on Consumers' Emotion and Retail Patronage Behavior in Indonesia Wet Markets Settings

The objective of this study is to investigate the effect ofwet market attributes on consumer emotion and retail patronage behaviorsof traditional markets in Indonesia. Mixed methods were used in this study. A mix of deep interview/focus group discussion to 10 shoppers and survey to 180 respondents were conducted. Research found that food quality and relational benefit and social environments influence positive emotion and behavioral intentions. This study will provide information on factors that influence positive emotion and behavioral intentions in traditionalwet markets. The study population is limited to faculty member and staffs of a university in Jakarta. It was not represent the whole population of traditional market customers. Little research has been done on understanding factors that influence positive emotion on traditional markets in the era of modern retailing.