Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 20 March 2024
Issue publication date: 10 April 2024
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
Keywords
Acknowledgements
This research is partly funded by University of Economics Ho Chi Ming City (UEH), Vietnam.
Citation
Rahimah, A., Do, B.-R., Le, A.N.H. and Cheng, J.M.S. (2024), "Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory", Journal of Product & Brand Management, Vol. 33 No. 3, pp. 314-329. https://doi.org/10.1108/JPBM-11-2022-4214
Publisher
:Emerald Publishing Limited
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