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
Behavioral reasoning perspectives to brand love toward natural products : moderating role of environmental concern and household size
|Author:||Sreen, Naman1; Dhir, Amandeep2,3,4; Talwar, Shalini5;|
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
|Online Access:||PDF Full Text (PDF, 2.4 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe202104079578
|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.
Journal of retailing and consumer services
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
This research was funded by the Deanship of Scientific Research at Princess Nourah bint Abdulrahman University through the Fast-track Research Funding Program.
© 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/).