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

Naman Sreen, Amandeep Dhir, Shalini Talwar, Teck Ming Tan and Fatimah Alharbi

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

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.

Keywords: Behavioral reasoning theory; Natural products; Brand love; Environmental concern; Household size (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921001156

DOI: 10.1016/j.jretconser.2021.102549

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