Data for: IMPACT OF CULTURE, BEHAVIOR, AND GENDER ON GREEN PURCHASE INTENTION

The data has been collected from the educated urban consumers in India who are at least graduate students. This data is collected for establishing a path from cultural values to green purchase intention through the theory of planned behavior

BRT

Behavioral reasoning theory - Green Product Purchase Intentio

Data for: IMPACT OF CULTURE, BEHAVIOR, AND GENDER ON GREEN PURCHASE INTENTION

The data has been collected from the educated urban consumers in India who are at least graduate students. This data is collected for establishing a path from cultural values to green purchase intention through the theory of planned behavior.THIS DATASET IS ARCHIVED AT DANS/EASY, BUT NOT ACCESSIBLE HERE. TO VIEW A LIST OF FILES AND ACCESS THE FILES IN THIS DATASET CLICK ON THE DOI-LINK ABOV

Behavioral reasoning perspectives to brand love toward natural products:moderating role of environmental concern and household size

Abstract Consumers do not easily trust brands’ claims of naturalness, making it essential to understand the drivers of loyalty and the underlying brand love for such products. Responding to this need, the present study developed a conceptual model based on the Behavioral Reasoning Theory (BRT) to examine the antecedents of brand love. The model was tested using data collected through a cross-sectional survey. The findings suggest that health consciousness is positively associated with reasons for consuming natural products and attitude, which, in turn, are also positively associated with each other. At the same time, reasons for consuming natural products and attitude are positively associated with brand love toward natural products. Whereas, reasons against consuming natural products are negatively associated with attitude and have no association with either health consciousness or brand love. Furthermore, of the two proposed moderators (environmental concern and household size, only environmental concern had a moderation effect on the association of brand love with its antecedents. This study thus provides useful, practical, and managerial implications