Shaping Purchase Intention Towards Recycled Products Through Brand Attitude, Trust, and Commitment

Abstract

The study examines the relationship between brand attitude and purchase intention towards recycled products by the notions of brand trust and brand commitment. The data was collected from consumers who had at least once purchased recycled products for a better understanding of the proposed model. The findings of the study indicate that brand attitude has a significantly positive impact on the intention to purchase recycled products. However, when this relationship is analysed through brand trust as a mediator, it becomes insignificant, implying full mediation. Additionally, the relationship between brand attitude and purchase intention for recycled products is mediated by brand commitment. Moreover, this study revealed that brand trust and brand commitment serially mediate the relationship between brand attitude and purchase intention toward recycled products. The study adds to the extant literature pertaining to conservation behavior by examining the relationship between consumers’ attitudes toward the brand and their intention to purchase recycled products. Besides this, it also advances the literature on trust-commitment theory by incorporating the perspective of branding. This study assists marketers in raising awareness about recycled products among consumers by showcasing the relationship between consumers' brand attitude and their intention to purchase recycled products. Similarly, trust and commitment towards the brand can create a favorable impression in consumers' minds, resulting in the continued purchase and use of recycled products.