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

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

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.

Suggested Citation

  • Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921001156
    DOI: 10.1016/j.jretconser.2021.102549
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    19. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    20. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2022. "An integrated social network marketing metric for business-to-business SMEs," Journal of Business Research, Elsevier, vol. 150(C), pages 73-88.
    21. Eugenia Țigan & Oana Brînzan & Ciprian Obrad & Monica Lungu & Nicoleta Mateoc-Sîrb & Ioana Anda Milin & Simona Gavrilaș, 2021. "The Consumption of Organic, Traditional, and/or European Eco-Label Products: Elements of Local Production and Sustainability," Sustainability, MDPI, vol. 13(17), pages 1-18, September.

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