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

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