What Grounds Our Loyalty towards “Authentic Brand Activism” of a Sustainable Food Brand?

Sergio Rivaroli, Roberta Spadoni and Ilenia Bregoli
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Roberta Spadoni: Department of Agricultural and Food Sciences, University of Bologna, 40127 Bologna, Italy
Ilenia Bregoli: Department of Economics and Management, University of Brescia, 25121 Brescia, Italy

Sustainability, 2022, vol. 14, issue 12, 1-12

Abstract: “Authentic brand activism” is an under-researched area of study, and it suffers from a clear lack of understanding concerning the effectiveness of its practices. This study aims to assess how consumers’ evaluations of a brand regarding brand reputation, competence, credibility, and benevolence affect consumers’ brand trust and brand loyalty. This research focuses on the Italian brand “Libera Terra” (“Free Land”), an organisation that uses assets confiscated from the mafias for the production of environmentally and socially sustainable agri-food products. Based on a sample of 366 randomly chosen consumers in a supermarket in the urban district of Bologna (Italy), the results show that consumers’ perceptions of brand performance contribute to their perceived levels of brand trust. The brand trust subsequently impacts consumers’ brand loyalty. This research confirms that alignment between an organisation’s values, business practices, and marketing strategies ensures that authentic brand activism is effective, highlighting the need for businesses to consciously adopt brand activism and avoid “woke washing” practices. The theoretical and managerial implications arising from this research are also presented.

Keywords: authentic brand activism; brand activism effectiveness; brand trust; brand loyalty; agri-food products; Libera Terra (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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