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Conceptualising and measuring consumer perceptions of brand wastefulness

journal contribution
posted on 2024-05-02, 03:08 authored by AM Gain, LV Coote, Andre BonfrerAndre Bonfrer
AbstractConsumers consider the wastefulness of brands and are predisposed to exhibit aversion to those perceived as wasteful. However, there is a lack of consensus on how consumers associate wastefulness with brands and how this impacts downstream consumer brand responses. Integrating conceptualisations in the literature with original consumers’ insights, we conceptualise consumer perceived brand wastefulness (CPBW) as a multidimensional construct comprising perceptions of (1) unnecessary consumption, (2) inefficient utilisation, and (3) tangible waste. A multi-phase scale development process validated a CPBW scale measuring each dimension. The scale distinguished between consumer perceptions of more vs less wasteful brands and demonstrated CPBW as conceptually distinct from perceptions of brands’ environmental friendliness and corporate social responsibility (CSR). CPBW was related to unfavourable consumer brand responses, including a reduced purchase likelihood, lower willingness to pay a price premium, negative self-conscious emotions, and lower perceptions of brand quality and credibility. We discuss the theoretical and managerial implications and directions for future research.

History

Journal

Journal of Brand Management

Pagination

1-19

Location

Berlin, Germany

ISSN

1350-231X

eISSN

1479-1803

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Publisher

Springer

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