Brand Love, Attitude, and Environmental Cause Knowledge: Sustainable Blue Jeans Consumer Behavior

José Magano (), Tiago Brandão, Catarina Delgado and Vera Vale
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José Magano: Research Center in Business and Economics (CICEE), R. Sta. Marta 47, 5.o Andar, 1150-293 Lisbon, Portugal
Tiago Brandão: Faculty of Economics, University of Porto, R. Dr. Roberto Frias, 4200-464 Porto, Portugal
Catarina Delgado: School of Economics and Management, University of Porto, CEF.UP, LIAAD/INESC TEC, R. Dr. Roberto Frias, 4200-464 Porto, Portugal
Vera Vale: GOVCOPP-Research Unit on Governance Competitiveness and Public Policies, DEGEIT, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal

Sustainability, 2024, vol. 16, issue 5, 1-18

Abstract: A blue jeans brand committed to the environmental cause could position itself as unique and socially responsible and attract environmentally driven consumers. This research study examines the relationship between brand love and consumers’ environmental cause knowledge and their willingness to recommend and pay a premium for sustainable blue jeans. To this end, this cross-sectional study comprises a snowball convenience sample of 978 Portuguese respondents, whose data were collected from December 2022 to January 2023. Positive associations between self-expression, brand love, loyalty, environmental cause knowledge, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans stand out. There are differences in the willingness to pay a premium among generations, education levels, and consumers who are aware of sustainable line extensions and those who are not. The results may be helpful for brands, suggesting their communication should focus on creating increased proximity to consumers by enhancing their values and seeking to link their brands to intrinsic benefits and environmental stakes. This is the first study to incorporate knowledge of the environmental cause into a model linking brand love, brand loyalty, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans.

Keywords: fashion consumption; environmental cause knowledge; sustainability; brand love; blue jeans; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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