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dc.contributor.authorKumar, Sushant
dc.contributor.authorDhir, Amandeep
dc.contributor.authorTalwar, Shalini
dc.contributor.authorChakraborty, Debarun
dc.contributor.authorKaur, Puneet
dc.description.abstractNatural products, including food, cosmetics, and other fast-moving consumer goods, are becoming increasingly popular, and their health-related benefits are widely recognized. Despite the growing awareness and use of natural products, little is known about the enablers and barriers that influence consumers' brand love toward them. The present study attempts to address this gap and better explain consumer behavior toward natural products by utilizing the stimuli-organism-response (S–O-R) theory. The study rests on the premise that certain stimuli influence the internal state of consumers (i.e., the organism), which, in turn, shape their response to products and services. This study uses health consciousness and environmental concern as the stimuli, both facilitators (natural content and regional product) and inhibitors (usage and image barriers) as the internal state of the ‘organism’, and brand love as the response. Based on analysis of 720 responses, the study empirically reveals that health consciousness and environmental concern significantly influence the consumers' internal state, as represented by the identified facilitators and inhibitors . Three of these, namely, regional product, image barriers, and usage barriers, are found to shape brand love for natural products. The moderating role of household size on brand love is also confirmed.The findings of the study contribute to the literature on consumer behavior and practice.en_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.titleWhat drives brand love for natural products? The moderating role of household sizeen_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.rights.holderCopyright 2020 The Authorsen_US
dc.source.journalJournal of Retailing and Consumer Servicesen_US
dc.identifier.citationJournal of Retailing and Consumer Services. 2021, 58, 102329.en_US

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Navngivelse 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse 4.0 Internasjonal