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Rahimah, Anni; Do, Ben-Roy; Le, Angelina Nhat Hanh; Cheng, Julian Ming Sung

Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory

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  • Medientyp: E-Artikel
  • Titel: Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory
  • Beteiligte: Rahimah, Anni; Do, Ben-Roy; Le, Angelina Nhat Hanh; Cheng, Julian Ming Sung
  • Erschienen: Emerald, 2024
  • Erschienen in: Journal of Product & Brand Management, 33 (2024) 3, Seite 314-329
  • Sprache: Englisch
  • DOI: 10.1108/jpbm-11-2022-4214
  • ISSN: 1061-0421
  • Entstehung:
  • Anmerkungen:
  • Beschreibung: <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.</jats:p> </jats:sec>