Does the use of organic personal care products persuade sustainable consumption behaviour? Understanding the moderating role of health consciousness

IF 3.5 Q2 BUSINESS
Deepika Jhamb, Aditi Chandel, A. Mittal, Urvashi Tandon
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Abstract

Purpose Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims. Design/methodology/approach The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model. Findings Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention. Originality/value The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.
使用有机个人护理产品能说服可持续消费行为吗?了解健康意识的调节作用
以前,消费者对产品的消费主要是基于产品的功利效益,而现在,对自然的热爱驱使消费者选择不损害环境和社会的产品。因此,本文旨在研究消费者对有机个人护理产品的态度对品牌爱、品牌信任、利他主义和可持续消费行为的影响。此外,本研究以健康意识为调节因子,进一步探讨可持续消费行为对持续购买意愿的影响。最后,该研究验证了行为推理理论和对自然的情感亲和力,以理解所提出的主张。设计/方法/方法数据来自印度的364名受访者。只有那些有使用有机个人护理产品的经验的受访者被包括在调查中。本研究采用结构方程建模方法对概念模型进行检验。研究结果证实了消费者态度对品牌爱、品牌信任和利他主义的正向影响。品牌爱和利他主义对可持续消费行为有显著影响。健康意识也成为可持续消费行为和持续消费意图之间的调节变量。有趣的是,品牌信任对可持续消费行为没有影响。此外,可持续消费行为对持续意向有显著影响。独创性/价值本研究对有机产品公司、从业者、学者、环保机构和市场监管机构有帮助,因为它对有机个人护理产品中消费者态度与品牌热爱、品牌信任、利他主义和可持续消费行为之间的新集体关系提供了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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