LAUSR.org creates dashboard-style pages of related content for over 1.5 million academic articles. Sign Up to like articles & get recommendations!

What drives brand love for natural products? The moderating role of household size

Photo by shairad from unsplash

Abstract Natural products, including food, cosmetics, and other fast-moving consumer goods, are becoming increasingly popular, and their health-related benefits are widely recognized. Despite the growing awareness and use of natural… Click to show full abstract

Abstract Natural products, including food, cosmetics, and other fast-moving consumer goods, are becoming increasingly popular, and their health-related benefits are widely recognized. Despite the growing awareness and use of natural products, little is known about the enablers and barriers that influence consumers' brand love toward them. The present study attempts to address this gap and better explain consumer behavior toward natural products by utilizing the stimuli-organism-response (S–O-R) theory. The study rests on the premise that certain stimuli influence the internal state of consumers (i.e., the organism), which, in turn, shape their response to products and services. This study uses health consciousness and environmental concern as the stimuli, both facilitators (natural content and regional product) and inhibitors (usage and image barriers) as the internal state of the ‘organism’, and brand love as the response. Based on analysis of 720 responses, the study empirically reveals that health consciousness and environmental concern significantly influence the consumers' internal state, as represented by the identified facilitators and inhibitors . Three of these, namely, regional product, image barriers, and usage barriers, are found to shape brand love for natural products. The moderating role of household size on brand love is also confirmed.The findings of the study contribute to the literature on consumer behavior and practice.

Keywords: products moderating; natural products; brand love; moderating role; love natural

Journal Title: Journal of Retailing and Consumer Services
Year Published: 2021

Link to full text (if available)


Share on Social Media:                               Sign Up to like & get
recommendations!

Related content

More Information              News              Social Media              Video              Recommended



                Click one of the above tabs to view related content.