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Fostering love for innovative sustainable brands : A multi-study, multi-method approach
Fazal-e-Hasan, Syed Muhammad Adil, Mohd Ahmadi, Hormoz Abid, Muhammad Sadiq, Mohd Mortimer, Gary Amrollahi, Alireza
Fazal-e-Hasan, Syed Muhammad
Adil, Mohd
Ahmadi, Hormoz
Abid, Muhammad
Sadiq, Mohd
Mortimer, Gary
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.
Keywords
brand innovativeness, brand love, consumer perceptions, repurchase intentions, sustainable brands
Date
2025
Type
Journal article
Journal
Journal of Consumer Behaviour
Book
Volume
24
Issue
3
Page Range
1405-1420
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
DOI
Source URL
Event URL
Open Access Status
Published as ‘gold’ (paid) open access
License
CC BY-NC-ND 4.0
File Access
Open
Notes
© 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.