Sustainability and Social Responsibility

The Effects of Brand Emotion and Action Desire on Sustainable Consumer Behavior: The Moderating Roles of Gender and Sustainability Motivation

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Abstract

The purpose of this study is to investigate the effects of brand emotion in creating buying intention through consumer action desire by applying the dual-process model. Especially, we examined the moderating effects of gender and sustainability motivation on relationships among brand emotion, action desire, and buying intention. A total of 321 samples were collected through an online survey. A generalized structured component analysis (GSCA) was used for hypothesis testing. The results showed that significant relationships among variables. These relationships were stronger for the male group than the female group, and for the high sustainability motivation group than the low sustainability motivation group. Marketers should focus on their promotional efforts toward creating positive brand perception by emphasizing sustainability motivation. Also, future research should focus on ways of creating strong sustainability motivation in consumers to achieve the goal of making the stainable textile and apparel value chain.

Keywords: sustainability, dual-process model, gender, motivation, quantitative

How to Cite:

Rakib, M., Chang, H. J., Jones, R. P. & Jung, K., (2022) “The Effects of Brand Emotion and Action Desire on Sustainable Consumer Behavior: The Moderating Roles of Gender and Sustainability Motivation”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13745