Search results

The purpose of this study is to fill the research gap by investigating the impact of brand social initiatives on both the warmth and competence dimensions of the brand, as well as examining the brand's potential to induce pro-environmental behavioral change among consumers.

The study employed a scenario-based survey design and surveyed 415 consumers in India. The data were analyzed using structural equation modeling (SEM) with SmartPLS 4.0.

The results show that social initiatives enhance both dimensions of social perception and increase cooperative intentions. Brand competence is more crucial than warmth in predicting behavioral intentions. Brand-cause fit, CSR commitment and initiatives' impact all influence the brand image. A brand's commitment to the cause is more significant than brand-cause fit in determining how consumers evaluate a brand.

This research provides insights into how social initiatives can enhance brand image and encourage helping intentions through effective communication traits. It can aid brands in building consumer trust, benefiting society and boosting finances. The study offers a framework for effective cause communication strategies, highlighting the importance of commitment to the cause over fitting with the brand's image to elicit desired responses.

This study is a novel attempt that uses the stereotype content model and costly signaling theory to explore how social initiatives influence a brand's warmth and competence and impact consumer behavior. It provides critical insights into the psychological mechanisms behind social initiatives' impact on consumer behavioral intentions.

The purpose of this study is to investigate the motivations and barriers behind the adoption of bike-sharing services, explore the influence of individual values and environmental knowledge on bike-sharing adoption and analyze the relationship between reasons, attitude and intention to utilize bike-sharing.

The study initially conducted a semi-structured interview with 19 bike-sharing users and performed a thematic analysis to identify the context-specific motivators and barriers. The identified factors were then incorporated into the behavioral reasoning theory (BRT) framework and quantitatively examined using the data gathered from 412 Indian bike-sharing users.

The findings outlined the complex reasoning process underlying bike-sharing adoption and how environmental value and attitude are related to the reasons. Further, the study examined the moderating impact of environmental knowledge, which was overlooked in previous studies.

The study provides valuable suggestions to bike-sharing businesses, which helps them to induce facilitators and remove barriers.

Behavioral research in bike-sharing is in its embryonic stage. This is one of the initial attempts to address this knowledge deficit by comprehensively examining the factors affecting bike-sharing intention through the theoretical lens of BRT.