Consumers' perceptions of proximity to plastic pollution and support for environmentally friendly retail brands: An emerging market perspective

Consumers’ own perceived proximity to environmental hazards may have direct or indirect effects for brands that seek to address those hazards, in the form of behavioral outcomes (brand word-of-mouth intentions and willingness to pay a premium and through the influence of brand stereotype dimensions (e.g., brand warmth). This study integrates social identity theory with consumer proximity perceptions to identify antecedents of brand judgments and behavioral outcomes. According to 373 survey responses in an emerging market, proximity perceptions indirectly affect consumer behavioral outcomes through perceived environmental beliefs and self–brand connections; proximity perceptions exert stronger effects on brand word-of-mouth intentions, perceived environmental friendliness, self–brand connections and willingness to pay a premium for brand warmth.