Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age
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This paper aims to examine the influence of consumer-based brand equity of sustainable products on consumers’ behavioural outcomes. Previous studies have primarily focused on the activities of the firm, consumer attitudes toward the environment, or consumer purchasing intentions regarding sustainable products. This paper takes a step further from the norm by examining specific actual behaviours of word-of-mouth recommendations and the willingness to pay for price premiums, with particular reference to the consumer-based brand equity of sustainable marketing offerings. The current study investigates how consumers value sustainable products in memory, which ultimately affects their actual behaviours, with Age as a moderator. A self-administered questionnaire was used to collect data from a usable sample of 793 respondents. Descriptive data analysis, as well as confirmatory factor analysis and structural equation modelling using IBM AMOS version 23.0, were performed. Results revealed that sustainable consumer-based brand equity positively predicts word-of-mouth recommendations and price premium payments by consumers. Age also served as a good moderator, according to the study's findings. These revelations serve as a valuable guide to practitioners and researchers in sustainable consumption literature. The study also made several unique managerial and theoretical contributions to the knowledge base.
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How to Cite
Adjapong, S. O. & Adjapong, B. A.. (2025). Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-02
Citation Context
APA
Adjapong, S. O. & Adjapong, B. A.. (2025). Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-02
MLA
Adjapong, Stephen Onwona, and Beatrice Akosua Adjapong. "Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age." Journal of Business and Retail Management Research, Volume 20 Issue 01, 2025. https://doi.org/10.24052/JBRMR/V20IS01/ART-02
Chicago
Stephen Onwona Adjapong and Beatrice Akosua Adjapong. "Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age." Journal of Business and Retail Management Research Volume 20 Issue 01 (21 Oct 2025). https://doi.org/10.24052/JBRMR/V20IS01/ART-02
Harvard
Adjapong, S. O. & Adjapong, B. A. (2025) Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-02
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