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

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Magano, José (Author) Other; Brandão, Tiago (Author) Other; Catarina Delgado (Author) FEP; Vale, Vera (Author) Other

Journal

Title: Sustainability

Serial No. Art. 1840 Vol. 16 No. 5

ISSN: 2071-1050

Publisher: MDPI

Indexing

ISI Web of Knowledge - 3 Citations

Scopus - 4 Citations

Other information

Authenticus ID: P-010-5AM

DOI: 10.3390/su16051840

Abstract (EN): 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.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 18