- P-ISSN2765-6934
- E-ISSN2765-7027
- KCI
ISSN : 2765-6934
The Antecedents Of Brand Love Toward Natural Products: An Approach of S.O.R Theory
Hoang Anh NGUYEN (People Committee of Trang Bang district)
Abstract
Purpose: Natural products are becoming gradually popular because of their health – related benefits and consumers’ environmental awareness. However, research in this field remains limited, the present study attempts to address this research gap by measuring the influencing levels of the antecedents on natural product brand love. Research design, data and methodology: The study employs S-O-R (Stimulus – Organism – Response) framework together with Innovation Resistance Theory and Dual-Factor Theory to propose the research model, in which health and environmental stimuli influence both of facilitators and inhibitors of internal states or organism, and then shape purchase intention and brand love as consumers’ responses. The mixed research method is designed with the application of structural equation model (SEM) to analyze 530 consumers collected by convenience sampling. Results: The results revealed that two chosen stimuli, including health awareness and environmental concern were positively related to both facilitators (natural content and regional products) and inhibitors (image barrier and usage barrier) and these four factors were significantly associated to purchase intention and brand love. Furthermore, purchase intention played the mediating role on the relationship between the four organisms and brand love. Conclusions: The originality of this paper is extend S-O-R theory into natural product context with mediating effects in an emerging economy. The findings make theoretical contribution on consumer behavior and managerial implication.
- keywords
- Brand love, natural products, SOR theory, environment concern, health awareness.
Reference
Allied Market Research, 2020. Natural Food & Drinks Market. Accessed on 1st may 2020. https://www.alliedmarketresearch.com/natural-food-and drinks-market.
Batt, P.J., Liu, A., (2012). Consumer behavior towards honey products in Western Australia. British Food Journal. 114 (2), 285–297.
Bagozzi, R.P., Batra, R. & Ahuvia, A. (2017). Brand love:development and validation of a practical scale. Mark Lett 28, 1–14. Https://doi.org/10.1007/s11002-016-9406-1.
Batra, R., Ahuvia, A., & Bagozzi, R.P., (2012). Brand love. Journal of Marketing, 76 (2), 1–16. https://doi.org/10.1509/jm.09.0339.
Bazzani, C., Capitello, R., Ricci, E.C., Scarpa, R., Begalli, D., (2020). Nutritional knowledge and health awareness: do they affect consumer wine choices? Evidence from a survey in Italy. Nutrients, 12(1), 84.
Birch, D., Memery, J., & Kanakaratne, M., (2018). The mindful consumer: balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing Consumer Services, 40, 221–228. https://doi.org/10.1016/j.jretconser.2017.10.013.
Bigne, E., Chatzipanagiotou, K., Ruiz, C., (2020). Pictorial content, sequence of conflicting online reviews and consumer decision-making: the stimulus-organism-response model revisited. Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.11.031.
Binninger, A.S., (2017). Perception of naturalness of food packaging and its role in consumer product evaluation. Journal of Food Products Marketing, 23 (3), 251–266.
Carroll, B.A., Ahuvia, A.C., (2006). Some antecedents and outcomes of brand love. Market. Lett. 17 (2), 79–89.
Chambers, E., & Castro, M., (2018). What is “natural”? Consumer responses to selected ingredients. Foods, 7 (4), 65.
Chen, Q., Lu, Y., Gong, Y. & Tang, Q. (2019). Why do users resist service organization’s brand mobile apps? The force of barriers versus cross-channel synergy. International journal of information management, 47(2019), 275-282.
Cruz Shannon M., & Manata Brian (2020). Measurement of Environmental Concern: A Review and Analysis. Frontiers in Psychology, 11 (2020), 363. https://www.frontiersin.org/article/10.3389/fpsyg.2020.00363
Dickson-Spillmann, M., Siegrist, M., Keller, C., (2011). Attitudes toward chemicals are associated with preference for natural food. Food Quality Preference. 22 (1), 149–156.
Di Vita, G., Pappalardo, G., Chinnici, G., La Via, G., D’Amico, M., (2019). Not everything has been still explored: further thoughts on additional price for the organic wine. Journal of Clean Production. 231, 520–528. https://doi.org/10.1016/j.jclepro.2019.05.268.
Dominick, S.R., Fullerton, C., Widmar, N.J.O., & Wang, H., (2018). Consumer associations with the “All Natural” food label. Journal of Food Products Marketing, 24 (3), 249–262.
Gould, S.J. (1988). Consumer Attitudes Toward Health and Health Care: A Differential Perspective. The journal of consumer affairs, 22(1), 96-118.
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobserved variables and measurement error. Journal of marketing and research, 28(1), 39-50.
Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz Miñón, M., & Galán-Ladero, M. M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138-147.
Fu, S., Chen, X., Zheng, H., 2020. Exploring an adverse impact of smartphone overuse on academic performance via health issues: a stimulus-organism-response perspective. Behavior Information Technology, 1–13. Https://doi.org/10.1080/0144929X.2020.1716848.
Hair Jr.J.F., Wolfinbarger, M.F., Bush, R.P., & Ortinau, D.J. (2010). Essentials of marketing research (2nd ed.) New York, NY: McGraw-Hill/Irwin.
Herzberg, F., Mausner, G., & Snyderman, B. B. (1996). Work and the nature of management. The World Publishing Company.
Hsu, S., Chang, C., Lin, T., (2016). An analysis of purchase intentions toward organic food on health awareness and food safety with/under structural equation modeling. British Food Journal, 118 (1), 200–216.
Huang, D., Coghlan, A., & Jin, X. (2020). Understanding the drivers of Airbnb discontinuance. Annals of Tourism Research, 80, 102798 https://doi.org/10.1016/j. annals.2019.102798.
Islam, J., Rahman, J., (2016). Examining the effects of brand love and brand image on customer engagement: an empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7 (1), 45–59.
Joreskog, K.G. (1971). Analyzing psychological data by structural analysis of covariance matrices, trong contemporary developments in mathematical psychology, Krantz D.H, Atkinson, RC, Luce R.D. & Supes P. (eds), 2, 1-56.
Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1), 18–32. https:// doi.org/10.1080/00913367.2013.799450.
Kaur, P., Dhir, A., Singh, N., Sahu, G., & Almotairi, M. (2020). An innovation resistance theory perspective on mobile payment solutions. Journal of Retailing and Consumer Services, 55, Article 102059. https://doi.org/10.1016/j.jretconser.2020.102059.
Kneafsey, M., Dowler, E., Lambie-Mumford, H., Inman, A., & Collier, R. (2013). Consumers and food security: Uncertain or empowered? Journal of rural studies, 29 (2013), 101-112.
Kim, H.Y., and Chung, J.E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40-47.
Kim, M. J., Lee, C.K. and Jun, T. (2020). Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model. Journal of Travel Research, 59(1) 69–89.
Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., Kaur, P., (2021a). What drives brand love for natural products? The moderating role of household size. Journal of Retailing Consumer Service, 58, 102329. https://doi.org/10.1016/j.jretconser.2020.102329
Kumar, S., Murphy, M., Talwar, S., Kaur, P., Dhir, A., (2021b). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Service. 60, 102444.
Kushwah, S., Dhir, A., Sagar, M. (2019). Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behavior, Food Quality and Preference, doi: https://doi.org/10.1016/j.foodqual.2019.04.003.
Lin, Y.K. and Chang, P.C (2012). Maintenance reliability of a computer network with nodes failure in the cloud computing environment. International Journal of Innovative Computing, Information and Control, 8 (6), 4045-4058.
Mehrabian, A., Russell, J.A., (1974). An Approach to Environmental Psychology. The MIT Press
Memery, J., Angell, R., Megicks, P., & Lindgreen, A., (2015). Unpicking motives to purchase locally-produced food:analysis of direct and moderation effects. European Journal of Marketing, 49 (7/8), 1207–1233. https://doi.org/10.1108/EJM-02-2014-0075.
Misra, R., & Singh, D. (2016). An analysis of factors affecting growth of organic food: Perception of consumers in Delhi NCR (India). British Food Journal, 118(9), 2308– 2325.
Moscato, E.M. & Machin, J.E., (2018). Mother natural:motivations and associations for consuming natural foods. Appetite 121, 18–28.
Mody, M., Hanks, L., (2020). Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and Airbnb. Journal of Travel Research, 59(1), 173–189.
Molesworth, M., & Suortti, J.-P. (2002). Buying Cars Online: The Adoption of the Web for High-Involvement, High-Cost Purchases. Journal of Consumer Behaviour, 2(0), 154– 169.
Molinillo, S., Vidal-Branco, M., & Japutra, A., (2020). Understanding the drivers of organic foods purchasing of millennial: evidence from Brazil and Spain. Journal of Retailing Consumer Service, 52, 101926.
Nguyễn Thảo Nguyên & Lê Thị Trang (2020). Yếu tố ảnh hưởng đến ý định mua thực phẩm hữu cơ của người tiêu dùng tại Thành phố Hồ Chí Minh. Tạp chí Khoa học Đại học MởThành phố Hồ Chí Minh, 16(1), 160-172.
Nikhashemi, S. R., Jebarajakirthy, C & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach, Journal of retailing and consumer service, 48, 122-135
Nunnally, J.C., & Bernstein, I.H. (1994). Psychometric theory (3rd ed.) New York, NY. McGraw-Hill.
Nunnally J. (1978). Psychometric Theory. New York: McGraw Hill.
Podsakoff, P.M., MacKenzie, S.B., & Podsakoff, N.P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539–569.
Qasim, H., Yan, L., Guo, R., Saeed, A., Ashraf, B.N., 2019. The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16 (7). https://doi.org/10.3390/ijerph16071106.
Ram, S., & Sheth, J. N. (1989). Consumer Resistance to Innovations: The Marketing Problem and its solutions. Journal of Consumer Marketing, 6(2), 5–14.
Ram, S. (1989). Successful innovation using strategies to reduce consumer resistance. An empirical test. The Journal of Product Innovation Management, 6(1), 20–34.
Rey-Moreno, M., & Medina-Molina, C. (2020). Dual models and technological platforms for efficient management of water consumption. Technological Forecasting & Social Change, 150, Article 119761.
Tandon, A., Jabeen, F., Talwar, S., Sakashita, M., Dhir, A., (2020a). Facilitators and Inhibitors of Organic Food Buying Behavior. Food Quality and Preferences, 104077.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., Salo, J., (2020b). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing Consumer Service, 57, 102247.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., Salo, J., (2020c). Behavioral reasoning perspectives on organic food purchase. Appetite, 154, 104786
Tanner, C. & Wolfing Kast, S. (2003). Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers. Psychology & Marketing, 20(10), 883–902.
Talwar, S., Dhir, A., Kaur, P., & Mantymaki, M. (2020). Barriers toward purchasing from online travel agencies. International journal of hospitality management. 89 (2020).
Shin, J., & Mattila, A.S., (2019). When organic food choices shape subsequent food choices: the interplay of gender and health awareness. International Journal of Hospitalist &Management, 76, 94–101. https://doi.org/10.1016/j.ijhm.2018.04.008. July 2017.
Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18 (2), 93–104. https://doi.org/10.1016/j.ausmj.2010.01.001.
Steenkamp, J-B.E.M. and van Trijp, H.C.M (1991). The use of LISREL in validating marketing constructs. International journal of research in marketing, 8(4), 283-299.
Varela, P., & Fiszman, S.M., (2013). Exploring consumers’knowledge and perceptions of hydrocolloids used as food additives and ingredients. Food Hydrocolloids 30 (1), 477–484.
Van Esh, D., Arli, D., Gheshlaghi, M.H., Andonopoulos, V., Heidt, T.V.D. & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of retailing and consumer service, 49 (2019), 35-42.
Zabkar, V. and Hosta, M. (2013). Willingness to act and environmentally conscious consumer behavior: can prosocial status perceptions help overcome the gap?. International journal of consumer studies, 37 (3), 257-264.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations