Exploring Bottled Water Purchase Intention via Trust in Advertising, Product Knowledge, Consumer Beliefs and Theory of Reasoned Action

Relationships Among Psychological Risk, Eco-Friendly Packaging, Price Fairness, and Brand Trust of Bottled Water Consumers: Moderating the Impact of Nutritional Disclosure

This study explores the relationship between psychological risk, price fairness, and brand trust in consumers of bottled water. We also tested the moderating effect of nutritional disclosure on the impacts of psychological risk and eco-friendly packaging on price fairness. We analyzed the data of 308 participants recruited via the Clickworker platform. Hayes' PROCESS macro model 7 was employed to test the hypotheses. Price fairness was negatively influenced by psychological risk. Moreover, brand trust was significantly impacted by psychological risk and price fairness, with a significant moderating effect of nutritional disclosure on the relationship between eco-friendly packaging and price fairness. This work adds to the literature by identifying the relationship among four factors relevant to bottled water businesses.

The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.