Examining the mediating role of brand trust and brand commitment in fostering consumer perceptions toward recycled products

Abstract

AbstractOver the past decade, there has been an upsurge in environmentally and socially conscious consumers. The paradigm shift toward sustainability has obligated businesses to understand the role of consumers' attitudes toward sustainability. This study examines the impact of brand attitude on the intent to purchase recycled products through brand trust and brand commitment. Prior research focused specifically on recycled products and luxury brands; thus, this study endeavors to examine consumer behavior from the perspective of non‐luxury brands within the context of recycling. In doing so, a sample of 333 Indian consumers was used to analyze the formulated hypothesis using mediation analysis in SPSS Process Macro. The findings exhibit that brand trust and brand commitment serve as mediators as well as serial mediators in the relationship between brand attitude and purchase intention toward recycled products. The study advances the literature on recycled products by combining two theories – theory of reasoned action and trust‐commitment theory, and by incorporating a branding perspective into the picture. Besides this, it helps marketers prioritize what is really important for a brand to gain trust and commitment from consumers in this competitive world.