Emotional intelligence, local brands, and brand coolness: Unveiling the dynamics of consumer responsibility in sustainable consumption

Abstract

The study of consumer behavior is a fascinating yet complex subject in both marketing literature and human psychology. Recently, there has been a heightened interest in sustainable consumption and consumption patterns have affected serious environmental issues, causing us to question whether making these conscious and responsible decisions will impact how we perceive brands and influence future consumer purchases. To respond to this question and based on the signaling theory (Erdem and Swait, 1989) and the theory of planned behavior (Ajzen, 1991), three scientific studies were elaborated to empirically prove the relationships between variables with a methodical basis that can conduct responsible behavior while making stronger brands. The manuscript presents three studies that aim to identify the antecedent variables that explain consumer decision-making in the relationship between consumer responsibility for sustainable consumption and local or global brands, specifically, the objective is to understand the factors that influence this behavior. Firstly, the role of emotional intelligence and flourishing in predicting consumer responsibility for sustainable consumption was examined, and the relationship between these variables and the mediating effect of personal norms, and frugality. Secondly, the study examines how consumer responsibility for sustainable consumption can affect the likelihood of purchasing local brands, the mediation role of local brand attitude and local brand as a social signaling value, and how these relationships are moderated through materialism and ethnocentrism. Lastly, it was presented the impact of the perceived local or global brand on how cool those brands are. In the findings for studies one and two, PLS structural equation modeling was applied to a representative sample of 430 respondents from an online survey in Mexico. This study demonstrated that emotional intelligence has a positive impact on individuals' flourishing, and personal norms and frugal behaviors play a mediating role that positively influences consumer responsibility for sustainable consumption. The second study explored the consumer responsibility for sustainable consumption and its positive direct and indirect effect on local brand purchase likelihood through the mediation of local brand attitude, and local brand as a social signaling value and the moderation role of materialism and ethnocentrism in those direct and indirect effects. In the last study it was applied PLS structural equation modeling and a multigroup analysis, to evaluate the impact of perceived local and global brands on brand coolness and how this perception is affected by their attitude toward a global or local consumer culture in retailers’ brands. A multinational survey was used to collect information from the United States, Australia, and Mexico. Businesses, brand managers, and policymakers should prioritize these factors in marketing strategies to enhance local brand visibility and influence consumer behavior positively and responsibly. The initial investigation offered insights into the antecedent factors driving responsible and sustainable consumption. The findings in second study, enhance the understanding of how to develop effective local brand marketing strategies from the perspective of construal level theory, and this is particularly relevant when targeting consumers who have a strong sense of personal responsibility and prioritize sustainability, providing managerial implications on how to promote consuming locally, thereby promoting responsible consumption. These results suggest that adopting a glocal strategy can benefit retailers seeking international growth and enhance their overall coolness factor.