 Consumers' perceptions of proximity to plastic pollution and support for environmentally friendly retail brands: An emerging market perspectiveMahesh Gadekar and Brandão, Amélia Journal of Retailing and Consumer Services, 2025, vol. 83, issue C Abstract: Consumers’ own perceived proximity to environmental hazards may have direct or indirect effects for brands that seek to address those hazards, in the form of behavioral outcomes (brand word-of-mouth intentions and willingness to pay a premium and through the influence of brand stereotype dimensions (e.g., brand warmth). This study integrates social identity theory with consumer proximity perceptions to identify antecedents of brand judgments and behavioral outcomes. According to 373 survey responses in an emerging market, proximity perceptions indirectly affect consumer behavioral outcomes through perceived environmental beliefs and self–brand connections; proximity perceptions exert stronger effects on brand word-of-mouth intentions, perceived environmental friendliness, self–brand connections and willingness to pay a premium for brand warmth. Keywords: Proximity; Brand stereotypes; Plastic neutrality; WTPP; Emerging market and brand word-of-mouth intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:83:y:2025:i:c:s0969698924004223 DOI: 10.1016/j.jretconser.2024.104126 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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