Business

Biology

Brand management

Cartography

Ecology

Brand loyalty

Sustainability

Marketing

Geography

Loyalty

Scale (ratio)

Advertising

Psychology

The present study reveals the importance of understanding how business decisions focused on sustainability can impact companies, due to the risks associated with brand loyalty. The relationship between brand loyalty and consumers’ environmental viewpoint is investigated, including how consumers’ brand loyalty would be impacted after environmental-based expansion decisions are announced. College students from the USA and Romania (N = 92) were asked to voluntarily participate in a survey. The Brand Loyalty Scale (BLS) is used to assess brand loyalty before and after a fictitious expansion announcement was made and the New Ecological Paradigm (NEP) scale is utilized to assess attitudes toward sustainability. A paired samples t-test analysis reveals a significant positive correlation between NEP scores (attitudes toward sustainability) and brand loyalty. No significant differences are found in attitudes toward sustainability regarding region (Romania and USA) or gender. These results indicate that individuals who...

Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty