Role of multidimensional customer brand engagement on customer behavior for online grocery shopping

JungKun Park, EunPyo Hong, Jiseon Ahn and Hyowon Hyun

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.

Keywords: Online grocery; Multidimensional customer brand engagement; Environmental consciousness; Political ideology; Revisit intention (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923001273

DOI: 10.1016/j.jretconser.2023.103380

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