University of Oulu

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,

Behavioral reasoning perspectives to brand love toward natural products : moderating role of environmental concern and household size

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Author: Sreen, Naman1; Dhir, Amandeep2,3,4; Talwar, Shalini5;
Organizations: 1O.P. Jindal Global University, Jindal global business school, Sonipat, India
2Department of Management, School of Business & Law, University of Agder, Norway
3Norwegian School of Hotel Management, University of Stavanger, Norway
4Optentia Research Focus Area, North-West University, Vanderbijlpark, South Africa
5K J Somaiya Institute of Management, Somaiya Vidyavihar University, Mumbai, India
6Oulu Business School, University of Oulu, Pentti Kaiteran Katu 1, 90014 Oulu, Finland
7Psychology Department, College of Education, Princess Nourah Bint Abdulrahman University, Saudi Arabia
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 2.4 MB)
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Language: English
Published: Elsevier, 2021
Publish Date: 2021-04-07


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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Series: Journal of retailing and consumer services
ISSN: 0969-6989
ISSN-E: 1873-1384
ISSN-L: 0969-6989
Volume: 61
Article number: 102549
DOI: 10.1016/j.jretconser.2021.102549
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This research was funded by the Deanship of Scientific Research at Princess Nourah bint Abdulrahman University through the Fast-track Research Funding Program.
Copyright information: © 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (