ABSTRACT

This research contributes to the understanding of sustainable brands loyalty by evaluating consumers’ perceptions of different communication tools. An online consumer survey collected 441 valid responses and partial least square structural equation modeling was applied to analyze data. Results reveal that ecolabels consciousness contributes to create a sustainable brand image and to develop environmental consciousness, whereas perceived advertising spend does not. Also, loyalty to sustainable brands is influenced by consumers’ environmental consciousness but not by sustainable brands image. Our findings suggest that environmental consciousness is crucial to develop sustainable brands loyalty, reinforcing the importance of consumers’ environmental education.

摘要

这项研究通过评估消费者对不同沟通工具的看法，有助于理解可持续品牌忠诚度。一项在线消费者调查收集了 441 个有效回答，并应用偏最小二乘结构方程模型分析数据。结果表明，生态标签意识有助于创造可持续的品牌形象和发展环境意识，而感知广告支出则不然。此外，对可持续品牌的忠诚度受消费者环保意识的影响，但不受可持续品牌形象的影响。我们的研究结果表明，环境意识对于培养可持续的品牌忠诚度至关重要，从而强化了消费者环境教育的重要性。