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

Author

Listed:
  • José Magano

    (Research Center in Business and Economics (CICEE), R. Sta. Marta 47, 5.o Andar, 1150-293 Lisbon, Portugal
    Higher Institute of Business Sciences and Tourism (ISCET), Rua de Cedofeita, 285, 4050-180 Porto, 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)

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.

Suggested Citation

  • José Magano & Tiago Brandão & Catarina Delgado & Vera Vale, 2024. "Brand Love, Attitude, and Environmental Cause Knowledge: Sustainable Blue Jeans Consumer Behavior," Sustainability, MDPI, vol. 16(5), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:1840-:d:1344488
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    References listed on IDEAS

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