Brand Attitude and Frugality as a Lifestyle: Evidence from Coffee Shop Customers

María Villavicencio () and Walesska Schlesinger ()
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María Villavicencio: Universidad Católica de Cuenca
Walesska Schlesinger: University of Valencia

A chapter in Advances in National Brand and Private Label Marketing, 2023, pp 83-88 from Springer

Abstract: Abstract Recent years have witnessed a phenomenal change in the quantity and pattern of consumption, frugality has often been associated with resource-saving behavior that contributes to sustainable consumption. Thus, this study investigates consumer frugality and its relationship with brand attitude and purchase intention for green foodservice in an emerging market. A sample of 327 customers was taken from an icon ecological coffee shop in Ecuador. The positive effect on the relationship between frugality and green purchase intention and the mediating role of brand attitude in this relationship were empirically demonstrated. The results suggest that green marketing strategies in emerging markets should consider consumer beliefs and values as they have an impact on purchase intention. Furthermore, the importance of brand attitude in guiding sustainable behavioral intention.

Keywords: Brand attitude; green purchase intention; green purchase behavior; frugal lifestyle (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-32894-7_10

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DOI: 10.1007/978-3-031-32894-7_10

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