Behavioral reasoning perspectives to brand love toward natural products : moderating role of environmental concern and household size
Sreen, Naman; Dhir, Amandeep; Talwar, Shalini; Tan, Teck Ming; Alharbi, Fatimah (2021-04-02)
Naman Sreen, Amandeep Dhir, Shalini Talwar, Teck Ming Tan, Fatimah Alharbi, Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size, Journal of Retailing and Consumer Services, Volume 61, 2021, 102549, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2021.102549
© 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
https://creativecommons.org/licenses/by/4.0/
https://urn.fi/URN:NBN:fi-fe202104079578
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Abstract
Consumers do not easily trust brands’ claims of naturalness, making it essential to understand the drivers of loyalty and the underlying brand love for such products. Responding to this need, the present study developed a conceptual model based on the Behavioral Reasoning Theory (BRT) to examine the antecedents of brand love. The model was tested using data collected through a cross-sectional survey. The findings suggest that health consciousness is positively associated with reasons for consuming natural products and attitude, which, in turn, are also positively associated with each other. At the same time, reasons for consuming natural products and attitude are positively associated with brand love toward natural products. Whereas, reasons against consuming natural products are negatively associated with attitude and have no association with either health consciousness or brand love. Furthermore, of the two proposed moderators (environmental concern and household size, only environmental concern had a moderation effect on the association of brand love with its antecedents. This study thus provides useful, practical, and managerial implications.
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