Examining the Impact of Human Brands on Sustainable Consumption Patterns: A Structural Equation Modeling Approach

This study investigates the influence of human brands on sustainable consumption patterns using a structural equation modeling approach. As environmental concerns grow and demand for sustainable products increases, understanding the factors that affect consumer behavior becomes crucial. This research aims to fill a gap in the literature by exploring the role of human brands in shaping attitudes and behaviors towards sustainable consumption. Data were collected through an online survey of 500 consumers across the country. Structural Equation Modeling (SEM) using AMOS software was employed to analyze the data. Results revealed that human brands have a significant positive impact on consumers' attitudes towards sustainable consumption (β = 0.42, p < 0.001) and intention to purchase sustainable products (β = 0.38, p < 0.001). Moreover, brand trust and brand identity were identified as mediating variables in this relationship. The study utilized a comprehensive model that incorporated various constructs, including human brand attributes, consumer perception, and sustainable consumption behaviors. The model demonstrated good fit indices (CFI = 0.95, TLI = 0.94, RMSEA = 0.058), supporting its validity. Additionally, a multi-group analysis revealed that the impact of human brands on sustainable consumption patterns was consistent across different demographic groups (Δχ2 = 7.23, df = 6, p > 0.05). This research offers new insights into the role of human brands in promoting sustainable consumption, with important implications for marketers and policymakers. The findings can contribute to the development of more effective strategies for encouraging sustainable consumer behaviors. Future studies could explore the influence of cultural and social factors on these relationships.