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The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes

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Abstract

Consumers increasingly expect corporate brands to be sustainable and uphold their ethical values. To explore this topic, we draw on the impression formation literature from social psychology to investigate how perceptions of corporate sustainability activities influence the formation of corporate brand impressions (regarding the dimensions of brand warmth, competence, and morality), which in turn translate into favourable brand attitudes and purchase intentions. In collaboration with a market research company, we conducted an online survey of 441 respondents who evaluated a range of real-world corporate brands from different industries. The results show that brand sustainability has a positive indirect effect on purchase intentions mediated by brand impressions and attitudes towards a brand. We show that brand impressions and attitudes function as complementary mediators, meaning that consumers’ beliefs about a company’s sustainability activities directly affect the consumers’ behavioural intentions. Moreover, we demonstrate that brand warmth, competence, and morality are fundamental dimensions of consumers’ brand impressions. We discuss the implications of the findings and future research directions in the field of corporate brand impressions and sustainability.

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The authors gratefully acknowledge the financial support of Slovenian Research Agency (Grants P5-0128 and N5-0084).

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  1. School of Economics and Business (SEB LU), University of Ljubljana, Kardeljeva Ploščad 17, 1000, Ljubljana, Slovenia

    Petar Gidaković, Mateja Kos Koklič, Mila Zečević & Vesna Žabkar

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Gidaković, P., Koklič, M.K., Zečević, M. et al. The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes. J Brand Manag 29, 556–568 (2022). https://doi.org/10.1057/s41262-022-00280-y

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