Manggarani, Cynthia Ayu Understanding Persistence in Sustainable Consumption: An Emotional Branding Perspective. (Unpublished)

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Abstract

Despite growing concern for sustainability, many consumers struggle to maintain sustainable consumption over time. This study examines how emotional branding supports sustained effort in sustainable consumption by integrating Emotional Branding Theory with the Theory of Trying. We propose a simplified dual-route model in which emotional branding influences consumers’ willingness to persist through two emotional pathways: a hedonic route that makes sustainable behavior enjoyable and a moral–prosocial route that provides moral meaning and resilience. Survey data from 358 sustainability-oriented consumers in Indonesia were analyzed using structural equation modeling. The results show that attitudes toward the process of acting sustainably are the strongest predictor of willingness to try, while attitudes toward success and failure also contribute positively. Both hedonic and moral–prosocial emotions strengthen consumers’ intention to continue trying sustainable behavior. The findings highlight that sustained sustainable consumption depends not only on rational evaluation but also on emotional self-regulation. This study contributes to consumer behavior literature by demonstrating how emotional branding moves consumers from initial emotion to sustained effort.

Item Type:	Article
Additional Information (ID):	...pdf
Uncontrolled Keywords:	Emotional branding; Theory of Trying; Sustainable consumption; Moral emotion; Hedonic emotion
Subjects:	600 Technology and Applied Sciences > 650-659 Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan) > 658.812 Customer Satisfaction/TQM/Quality Of Service (Kepuasan Pelanggan)
Divisions:	Koleksi Digital > Artikel
Depositing User:	CR Cherrie Rachman
Date Deposited:	05 Feb 2026 04:32
Last Modified:	05 Feb 2026 04:32
URI:	http://repository.ut.ac.id/id/eprint/11918

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