Fostering love for innovative sustainable brands : A multi-study, multi-method approach

Journal article

Fazal-e-Hasan, Syed Muhammad, Adil, Mohd, Ahmadi, Hormoz, Abid, Muhammad, Sadiq, Mohd, Mortimer, Gary and Amrollahi, Alireza. (2025). Fostering love for innovative sustainable brands : A multi-study, multi-method approach. Journal of Consumer Behaviour. 24(3), pp. 1405-1420. https://doi.org/10.1002/cb.2472
AuthorsFazal-e-Hasan, Syed Muhammad, Adil, Mohd, Ahmadi, Hormoz, Abid, Muhammad, Sadiq, Mohd, Mortimer, Gary and Amrollahi, Alireza
Abstract

While much research has examined cognitive evaluations of sustainable brands in offline contexts, there is limited exploration of consumers' emotional responses to such brands online. This study introduces a model of brand love for innovative, sustainable brands, based on two rigorously designed studies: experiments and a survey with configurational analysis. Our findings reveal significant causal effects of perceived brand innovativeness and brand knowledge on brand love and consumers' repurchase intentions. Additionally, fuzzy set qualitative comparative analysis (fsQCA) identifies two distinct consumer categories—rational and impulsive—based on their repurchase behavior of sustainable brands. For business owners and sustainability advocates, fostering brand love is crucial for engaging consumers online. By integrating emotional appeal with a commitment to sustainability, brands can enhance consumer engagement, encourage repeat purchases, and contribute to a more sustainable online shopping environment.

Keywordsbrand innovativeness; brand love; consumer perceptions; repurchase intentions; sustainable brands
Year2025
JournalJournal of Consumer Behaviour
Journal citation24 (3), pp. 1405-1420
PublisherJohn Wiley & Sons Ltd
ISSN1472-0817
Digital Object Identifier (DOI)https://doi.org/10.1002/cb.2472
Scopus EID2-s2.0-85218711218
Open accessPublished as ‘gold’ (paid) open access
Page range1405-1420
Publisher's version
License
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Open
Output statusPublished
Publication dates
Online20 Feb 2025
Publication process dates
Accepted23 Jan 2025
Deposited05 Jun 2025
Additional information

© 2025 The Author(s). Journal of Consumer Behaviour published by John Wiley & Sons Ltd.

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.

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