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Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging

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  • Kyung-A Sun

    (Department of Tourism Management, Gachon University, Sungnam-si 13120, Republic of Korea)

  • Joonho Moon

    (Department of Tourism Administration, Kangwon National University, Chuncheon 24341, Republic of Korea)

Abstract

According to stakeholder theory, consumers are likely to become the main stakeholders of businesses, and promoting their health is an essential element for building a better reputation in the market. The aim of this work was to investigate the relationships among psychological risk, brand trust, and repurchase intentions. Moreover, the market has been more interested in the environmental implementation of business, and this is not exceptional to the beverage market. Considering such importance, another purpose of this study was to examine the moderating effect of eco-friendly packaging on the relationship between psychological risk and brand trust. This research mainly involved surveys. The survey participants had experience with the bottled water brand Dasani. Survey participants were recruited using a clickworker platform service. To test the research hypotheses, the Hayes process macro model 7 was employed. The results reveal that psychological risk negatively affects brand trust, while brand trust has a positive effect on repurchase intention. Moreover, eco-friendly packaging significantly moderates the impact of psychological risk on brand trust. This work elucidates the literature by identifying the associations among four attributes: psychological risk, brand trust, repurchase intention, and eco-friendly packaging.

Suggested Citation

  • Kyung-A Sun & Joonho Moon, 2024. "Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging," Sustainability, MDPI, vol. 16(13), pages 1-13, July.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:13:p:5736-:d:1429179
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    References listed on IDEAS

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