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

doi:10.21203/rs.3.rs-5287342/v1

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

https://doi.org/10.21203/rs.3.rs-5287342/v1

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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.

Human brands

sustainable consumption

structural equation modeling

brand trust

brand identity

In recent years, the global community has witnessed a significant shift towards sustainable practices, driven by increasing environmental concerns and the urgent need to address climate change. This paradigm shift has permeated various aspects of society, including consumer behavior and marketing strategies. As a result, sustainable consumption has emerged as a critical area of focus for both researchers and practitioners in the field of marketing and consumer psychology. The concept of sustainable consumption has gained considerable traction in academic and policy circles, particularly in light of the United Nations' Sustainable Development Goals (SDGs). Goal 12 specifically addresses "Responsible Consumption and Production," highlighting the global recognition of the need to transform consumption patterns [26]. This emphasis on sustainable consumption is not merely a passing trend but a fundamental shift in how societies approach resource use and environmental impact.

Recent studies have underscored the urgency of adopting sustainable consumption practices. For instance, the Intergovernmental Panel on Climate Change (IPCC) report in 2022 emphasized the critical role of demand-side measures, including changes in consumption patterns, in mitigating climate change [13]. This report highlighted that lifestyle changes and shifts in consumption patterns could potentially reduce end-use sector greenhouse gas emissions by 40–70% by 2050, demonstrating the significant impact that sustainable consumption can have on global environmental challenges.

Moreover, the COVID-19 pandemic has accelerated certain trends in sustainable consumption. A study by Accenture (2020) found that consumers have increasingly prioritized sustainability in their purchasing decisions during the pandemic, with 60% of consumers reporting making more environmentally friendly, sustainable, or ethical purchases. This trend is expected to continue post-pandemic, indicating a long-term shift in consumer behavior towards more sustainable options. The rise of digital technologies and social media has also played a crucial role in shaping sustainable consumption patterns. A study by Javornik et al. (2022) in the Journal of Business Research highlighted how social media influencers and digital platforms are increasingly being leveraged to promote sustainable consumption behaviors, particularly among younger generations.

In the context of human brands, which is the focus of this study, recent research has begun to explore their potential in promoting sustainable consumption. For example, a study by Bergkvist and Zhou (2019) in the International Journal of Advertising examined how celebrity endorsements can influence green purchase intentions. However, there remains a significant gap in understanding the full extent of human brands' impact on sustainable consumption patterns, which this study aims to address. This background sets the stage for our research, highlighting the growing importance of sustainable consumption in both academic and practical contexts, and underscoring the need for a deeper understanding of the factors influencing these consumption patterns, particularly the role of human brands.

2.1. Problem Statement

Despite the growing awareness of sustainability issues, there remains a notable gap between consumers' expressed intentions to engage in sustainable consumption and their actual behavior. This phenomenon, often referred to as the "attitude-behavior gap" or "green gap," presents a significant challenge for marketers and policymakers aiming to promote sustainable consumption patterns (White et al., 2019). Recent studies have shown that while up to 65% of consumers express intentions to buy sustainable products, only about 26% actually do so [20].

While numerous studies have explored various factors influencing sustainable consumption, the potential impact of human brands on this behavior has received limited attention. This gap is particularly significant given the increasing influence of celebrities, influencers, and other human brands in shaping consumer behavior in the digital age [22].

2.2. Research Significance

Understanding the role of human brands in shaping sustainable consumption patterns is crucial for several reasons:

Influence of celebrities and influencers: Human brands, including celebrities and social media influencers, have a substantial impact on consumer behavior and can potentially leverage their influence to promote sustainable practices. Recent research by Lou and Yuan (2019) found that influencer-generated content significantly affects brand awareness and purchase intentions.

Brand authenticity: Human brands can provide a personalized and authentic connection with consumers, which may be particularly effective in promoting sustainable consumption. A study by Audrezet et al. (2020) highlighted the importance of authenticity in influencer marketing, especially when promoting sustainable products.

Marketing strategy implications: Insights into the relationship between human brands and sustainable consumption can inform more effective marketing strategies for sustainable products and services. This is particularly relevant as companies increasingly integrate sustainability into their core business strategies [28].

Policy implications: Understanding this relationship can help policymakers develop more targeted interventions to promote sustainable consumption at a societal level, aligning with global initiatives such as the UN's Sustainable Development Goals [26].

2.3. Literature Review

Recent research has explored various aspects of sustainable consumption and the factors influencing consumer behavior in this context. For instance, Ghali-Zinoubi and Toukabri (2019) investigated the role of environmental concern, perceived consumer effectiveness, and social influence in shaping green purchase intention. Similarly, Joshi and Rahman (2019) conducted a meta-analysis of factors affecting green purchase behaviour, highlighting the complex interplay of personal and contextual factors.

In the realm of human brands, recent studies have expanded our understanding of their impact. For example, Schouten et al. (2020) explored the concept of parasocial interaction in influencer marketing and its effect on consumer behavior. Ki et al. (2020) examined how social media influencers' perceived authenticity affects followers' behavioral intentions.

However, there is a notable gap in the literature regarding the specific impact of human brands on sustainable consumption patterns. This study aims to address this gap by integrating concepts from both sustainable consumption and human brand literature.

2.4. Theoretical Framework

This research draws upon several theoretical frameworks to examine the relationship between human brands and sustainable consumption:

Theory of Planned Behavior [2]: This theory provides a foundation for understanding how attitudes, subjective norms, and perceived behavioral control influence behavioral intentions and actual behavior. Recent applications of this theory in sustainable consumption research include the work of Yadav and Pathak (2017).

Social Learning Theory [4]: This theory explains how individuals learn by observing and imitating others, which is particularly relevant in the context of human brands and their influence on consumer behavior. Recent studies, such as Johnstone and Lindh (2018), have applied this theory to understand sustainable consumption behaviors.

Attachment Theory [6]: This theory helps explain the emotional connections consumers form with human brands and how these attachments may influence behavior. Recent research by Thomson et al. (2022) has explored how attachment to human brands affects consumer behavior in various contexts.

Figure 1 presents the proposed conceptual model based on these theoretical frameworks:

2.5. Research Objectives and Hypotheses

The primary objective of this study is to examine the impact of human brands on sustainable consumption patterns using a structural equation modeling approach. This research aims to contribute to the growing body of literature on sustainable consumption and provide valuable insights for both researchers and practitioners in the field of marketing and sustainability.

Specifically, this research aims to:

Investigate the direct effect of human brand attributes on consumers' attitudes towards sustainable consumption and their intention to purchase sustainable products.

Explore the mediating roles of brand trust and brand identity in the relationship between human brands and sustainable consumption patterns.

Assess the moderating effects of demographic factors on the relationship between human brands and sustainable consumption.

Examine the potential differences in the influence of various types of human brands (e.g., celebrities, social media influencers, thought leaders) on sustainable consumption behaviors.

Analyze the long-term impact of human brand-led sustainability campaigns on consumer behavior change.

Based on these objectives and the comprehensive literature review, the following hypotheses are proposed:

H1: Human brand attributes positively influence consumers' attitudes towards sustainable consumption.
H1a: Human brand credibility positively influences attitudes towards sustainable consumption.
H1b: Human brand attractiveness positively influences attitudes towards sustainable consumption.
H1c: Human brand expertise in sustainability matters positively influences attitudes towards sustainable consumption.
H2: Human brand attributes positively influence consumers' intention to purchase sustainable products.
H2a: Human brand credibility positively influences intention to purchase sustainable products.
H2b: Human brand attractiveness positively influences intention to purchase sustainable products.
H2c: Human brand expertise in sustainability matters positively influences intention to purchase sustainable products.
H3: Brand trust mediates the relationship between human brand attributes and sustainable consumption patterns.
H3a: Brand trust mediates the relationship between human brand attributes and attitudes towards sustainable consumption.
H3b: Brand trust mediates the relationship between human brand attributes and intention to purchase sustainable products.
H4: Brand identity mediates the relationship between human brand attributes and sustainable consumption patterns.
H4a: Brand identity mediates the relationship between human brand attributes and attitudes towards sustainable consumption.
H4b: Brand identity mediates the relationship between human brand attributes and intention to purchase sustainable products.
H5: The impact of human brands on sustainable consumption patterns is moderated by demographic factors.
H5a: Age moderates the relationship between human brand attributes and sustainable consumption patterns.
H5b: Gender moderates the relationship between human brand attributes and sustainable consumption patterns.
H5c: Education level moderates the relationship between human brand attributes and sustainable consumption patterns.
H6: Different types of human brands (celebrities, social media influencers, thought leaders) have varying degrees of influence on sustainable consumption behaviors.
H7: Exposure to human brand-led sustainability campaigns over time leads to significant changes in consumers' sustainable consumption behaviors.

These hypotheses will be tested using structural equation modeling (SEM) techniques, allowing for the simultaneous examination of multiple relationships between variables. The results will provide a comprehensive understanding of the role of human brands in promoting sustainable consumption patterns and offer valuable insights for developing effective marketing strategies and policy interventions.

2.1. Theoretical Framework

2.1.1. Human Brand Theory

The concept of human brands was introduced by Thomson (2006), referring to individuals who are the subject of marketing efforts. This concept has since evolved to include celebrities, social media influencers, and thought leaders. Kowalczyk and Pounders (2016) demonstrated that human brands can have a significant impact on consumer attitudes and behaviors.

2.1.2. Theory of Planned Behavior

The Theory of Planned Behavior [2] provides a framework for understanding how attitudes, subjective norms, and perceived behavioral control influence intention and behavior. This theory has been widely applied in sustainable consumption studies. For instance, Yadav and Pathak (2017) used this theory to examine factors influencing green purchase behavior.

2.1.3. Social Learning Theory

Bandura's (1977) Social Learning Theory explains how individuals learn through observing and imitating others. This theory is particularly relevant in the context of human brands' influence on consumer behavior. Johnstone and Lindh (2018) applied this theory to understand sustainable consumption behaviors.

2.2. Literature Review

2.2.1. Human Brands and Consumer Behavior Influence

Recent studies have shown that human brands have a significant impact on consumer behavior. Schouten et al. (2020) found that parasocial interaction with social media influencers can affect purchase intention. Ki et al. (2020) demonstrated that perceived authenticity of social media influencers influences followers' behavioral intentions.

2.2.2. Sustainable Consumption

Research in sustainable consumption has increased in recent years. White et al. (2019) provided a framework for shifting consumer behavior towards greater sustainability. Nguyen et al. (2022) examined the intention-behavior gap in green consumption and found that multiple factors, including attitudes, social norms, and perceived behavioral control, influence this gap.

2.2.3. Role of Brand Trust and Identity

Brand trust and identity have been recognized as important factors in human brand influence. Lou and Yuan (2019) found that message value and credibility of social media influencers affect consumer trust in branded content. Audrezet et al. (2020) highlighted the importance of authenticity in influencer marketing, especially when promoting sustainable products.

2.3. Research Gaps

Despite extensive studies in the areas of human brands and sustainable consumption, there remains a significant gap in understanding how human brands influence sustainable consumption patterns. This study seeks to fill this gap by examining the relationships between human brand attributes, brand trust and identity, and sustainable consumption behaviors.

2.4. Conceptual Framework

Based on the literature review, the following conceptual framework in Fig. 2 is proposed for this study:

This framework illustrates that human brand attributes (credibility, attractiveness, and expertise) influence attitudes and purchase intention of sustainable products, with brand trust and identity as mediating variables. Demographic factors are also considered as potential moderators of these relationships. Table 1 summarizes important studies in the field of human brands and sustainable consumption.

Table 1

Summary of Key Studies in Human Brands and Sustainable Consumption
Study	Year	Key Findings
Schouten et al.	2020	Parasocial interaction with influencers affects purchase intention
Ki et al.	2020	Perceived authenticity of influencers impacts behavioral intentions
White et al.	2019	Provided framework for shifting consumer behavior towards sustainability
Nguyen et al.	2022	Examined intention-behavior gap in green consumption
Lou & Yuan	2019	Message value and credibility of influencers affect consumer trust
Audrezet et al.	2020	Importance of authenticity in influencer marketing for sustainable products

This comprehensive review of literature and previous research provides a solid foundation for the present study and highlights existing research gaps.

This study employs a quantitative research design to examine the impact of human brands on sustainable consumption patterns. The methodology is structured as follows:

3.1. Research Design

This research utilizes a cross-sectional survey design, which is appropriate for examining relationships between variables at a single point in time [8]. The study employs structural equation modeling (SEM) to test the hypothesized relationships between human brand attributes, brand trust, brand identity, and sustainable consumption behaviors.

3.2. Population and Sampling

3.2.1. Target Population

The target population for this study consists of adult consumers (aged 18 and above) in the United States who are active on social media platforms and have been exposed to human brand marketing.

3.2.2. Sampling Method

A stratified random sampling technique is employed to ensure representation across different demographic groups. The sample is stratified based on age, gender, and geographic location to reflect the diversity of the U.S. population.

3.2.3. Sample Size

Based on the recommendations by Hair et al. (2010) for SEM studies, a minimum sample size of 500 is targeted. This sample size is adequate for detecting medium effect sizes at a power of 0.80 and a significance level of 0.05. In Table 2, the samples are classified based on gender, age and place of residence.

Table 2

Sample Stratification
Stratum	Percentage	Sample Size
Age 18–34	30%	150
Age 35–54	40%	200
Age 55+	30%	150
Male	49%	245
Female	51%	255
Urban	80%	400
Rural	20%	100

3.3. Data Collection Instrument

3.3.1. Questionnaire Design

A structured online questionnaire is developed based on validated scales from previous studies. The questionnaire consists of the following sections:

Demographic information

Human brand attributes [21]

Brand trust [9]

Brand identity [23]

Attitudes towards sustainable consumption [27]

Intention to purchase sustainable products [7]

All items, except for demographic questions, are measured on a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree).

3.3.2. Pilot Study

A pilot study with 50 participants is conducted to assess the clarity of the questionnaire items and to identify any potential issues with the survey instrument.

3.4. Validity and Reliability

3.4.1. Content Validity

Content validity is ensured through a comprehensive literature review and expert evaluation. The questionnaire is reviewed by three academic experts in the fields of marketing and sustainability to ensure that the items adequately represent the constructs being measured.

3.4.2. Construct Validity

Construct validity is assessed using confirmatory factor analysis (CFA). Convergent validity is evaluated using average variance extracted (AVE), with a threshold of 0.5 (Fornell & Larcker, 1981). Discriminant validity is assessed by comparing the square root of AVE with inter-construct correlations.

3.4.3. Reliability

Reliability is assessed using Cronbach's alpha and composite reliability (CR). A threshold of 0.7 is used for both measures to ensure internal consistency [12].

3.5. Data Analysis

Data analysis is conducted using IBM SPSS 26 and AMOS 26 software. The analysis process includes:

Descriptive statistics to summarize sample characteristics

Confirmatory Factor Analysis (CFA) to assess measurement model fit

Structural Equation Modeling (SEM) to test hypothesized relationships

Multi-group analysis to examine moderating effects of demographic factors

Model fit is assessed using the following indices: Chi-square/df (< 3), Comparative Fit Index (CFI > 0.95), Tucker-Lewis Index (TLI > 0.95), and Root Mean Square Error of Approximation (RMSEA < 0.06). Figure 3 shows the process of data analysis until reaching the result.

3.6. Ethical Considerations

This study adheres to ethical guidelines for research involving human subjects. Informed consent is obtained from all participants, and data anonymity and confidentiality are ensured throughout the research process.

This section presents the findings of our study on the impact of human brands on sustainable consumption patterns. The results are organized into three main subsections: descriptive statistics, measurement model assessment, and structural model evaluation.

4.1. Descriptive Statistics

A total of 523 valid responses were collected, exceeding our target sample size of 500. Table 3 presents the demographic characteristics of the sample. Table 3 shows the demographic characteristics of the sample in terms of gender, age, education level and location.

Table 3

Demographic Characteristics of the Sample
Characteristic	Category	Frequency	Percentage
Gender	Male	256	48.9%
	Female	267	51.1%
Age	18–34	158	30.2%
	35–54	209	40.0%
	55+	156	29.8%
Education	High School or less	87	16.6%
	Some College	156	29.8%
	Bachelor's Degree	201	38.4%
	Graduate Degree	79	15.2%
Location	Urban	418	79.9%
	Rural	105	20.1%

The descriptive statistics for the main constructs are presented in Table 4.

Table 4

Descriptive Statistics for Main Constructs
Construct	Mean	SD	Skewness	Kurtosis
Human Brand Credibility	5.23	1.14	-0.67	0.42
Human Brand Attractiveness	4.89	1.26	-0.43	-0.18
Human Brand Expertise	5.11	1.18	-0.58	0.31
Brand Trust	4.97	1.22	-0.51	0.24
Brand Identity	4.76	1.31	-0.39	-0.26
Attitude towards Sustainable Consumption	5.34	1.09	-0.72	0.53
Intention to Purchase Sustainable Products	5.02	1.20	-0.55	0.29

4.2. Measurement Model Assessment

Confirmatory Factor Analysis (CFA) was conducted to assess the measurement model. The model demonstrated good fit: χ2/df = 2.43, CFI = 0.967, TLI = 0.961, RMSEA = 0.052 (90% CI: 0.046–0.058). Table 5 presents the reliability and validity measures for the constructs. Table 5 shows the reliability and validity of research factors.

Table 5

Reliability and Validity Measures
Construct	CR	AVE	MSV	1	2	3	4	5	6	7
1. HB Credibility	0.89	0.73	0.51	0.85
2. HB Attractiveness	0.87	0.69	0.48	0.62	0.83
3. HB Expertise	0.91	0.77	0.53	0.69	0.58	0.88
4. Brand Trust	0.93	0.81	0.56	0.71	0.59	0.72	0.90
5. Brand Identity	0.88	0.71	0.49	0.63	0.69	0.61	0.67	0.84
6. Attitude	0.92	0.79	0.58	0.68	0.57	0.73	0.76	0.65	0.89
7. Purchase Intention	0.90	0.75	0.61	0.65	0.54	0.69	0.72	0.62	0.78	0.87
Note: CR = Composite Reliability, AVE = Average Variance Extracted, MSV = Maximum Shared Variance.

The diagonal elements (in bold) represent the square root of AVE.

All constructs demonstrated satisfactory reliability (CR > 0.7) and convergent validity (AVE > 0.5). Discriminant validity was also established as the square root of AVE for each construct was greater than its correlations with other constructs.

4.3. Hypothesis Testing

The structural model demonstrated good fit: χ2/df = 2.68, CFI = 0.959, TLI = 0.952, RMSEA = 0.057 (90% CI: 0.051–0.063). Table 6 summarizes the results of hypothesis testing.

Table 6

Hypothesis Testing Results
Hypothesis	Path	Std. Coefficient	t-value	p-value	Result
H1a	HB Credibility → Attitude	0.24	4.37	< 0.001	Supported
H1b	HB Attractiveness → Attitude	0.15	2.89	0.004	Supported
H1c	HB Expertise → Attitude	0.31	5.62	< 0.001	Supported
H2a	HB Credibility → Purchase Intention	0.18	3.41	< 0.001	Supported
H2b	HB Attractiveness → Purchase Intention	0.11	2.15	0.032	Supported
H2c	HB Expertise → Purchase Intention	0.26	4.83	< 0.001	Supported
H3a	HB Attributes → Brand Trust → Attitude	0.19	3.76	< 0.001	Supported
H3b	HB Attributes → Brand Trust → Purchase Intention	0.22	4.12	< 0.001	Supported
H4a	HB Attributes → Brand Identity → Attitude	0.17	3.28	0.001	Supported
H4b	HB Attributes → Brand Identity → Purchase Intention	0.14	2.73	0.006	Supported

All hypothesized direct and indirect relationships were supported. Human brand attributes (credibility, attractiveness, and expertise) significantly influenced both attitudes towards sustainable consumption and intention to purchase sustainable products. Brand trust and brand identity were found to mediate these relationships.

4.4. Moderating Effects

Multi-group analysis was conducted to test the moderating effects of demographic factors (H5). Significant differences were found for age groups, with the impact of human brand attributes on sustainable consumption being stronger for younger consumers (18–34) compared to older consumers (55+) (Δχ2 = 15.27, df = 6, p < 0.05). No significant differences were found for gender or education level.

In summary, the results support the proposed model, demonstrating the significant impact of human brands on sustainable consumption patterns, with brand trust and brand identity playing important mediating roles. Age was found to moderate these relationships, suggesting the need for targeted marketing strategies for different age groups.

This study aimed to examine the impact of human brands on sustainable consumption patterns using a structural equation modeling approach. The findings provide valuable insights into the role of human brands in promoting sustainable consumption and offer important implications for both theory and practice.

5.1. Interpretation of Findings

5.1.1. Direct Effects of Human Brand Attributes

Our results demonstrate that human brand attributes (credibility, attractiveness, and expertise) have significant positive effects on both attitudes towards sustainable consumption and intention to purchase sustainable products. This aligns with previous research on the influence of human brands on consumer behavior [22]. Notably, expertise emerged as the strongest predictor among the three attributes, suggesting that consumers value knowledgeability in sustainability matters when considering human brand endorsements.

5.1.2. Mediating Role of Brand Trust and Brand Identity

The study confirms the mediating roles of brand trust and brand identity in the relationship between human brand attributes and sustainable consumption patterns. This finding extends previous research on brand trust [19]and brand identity [23] by demonstrating their importance in the context of sustainable consumption. The mediation effects suggest that human brands not only directly influence consumer attitudes and intentions but also indirectly affect them by enhancing brand trust and strengthening consumer-brand identification.

5.1.3. Moderating Effect of Age

The multi-group analysis revealed that age moderates the relationship between human brand attributes and sustainable consumption patterns, with stronger effects observed among younger consumers (18–34). This finding is consistent with previous research suggesting that younger generations are more receptive to influencer marketing [16]and more concerned about sustainability issues [14]

5.2. Comparison with Previous Research

Our findings both support and extend previous research in several ways:

Sustainable Consumption: The study contributes to the growing body of literature on sustainable consumption by highlighting the role of human brands as potential drivers of sustainable behavior. This extends the work of White et al. (2019) on shifting consumer behavior towards sustainability.

Human Brand Influence: The results corroborate previous findings on the influence of human brands on consumer behavior [22] and extend them to the specific context of sustainable consumption.

Brand Trust and Identity: The mediating roles of brand trust and identity align with previous research on these constructs [17, 23] while providing new insights into their relevance in sustainable consumption contexts.

Generational Differences: The moderating effect of age supports previous findings on generational differences in sustainability concerns and influencer receptivity [21, 29].

5.3. Theoretical Implications

This study makes several contributions to theory:

It integrates human brand theory with sustainable consumption literature, providing a novel framework for understanding the role of human brands in promoting sustainable behavior.

The study extends the application of the Theory of Planned Behavior [2] by incorporating human brand attributes as antecedents to attitudes and intentions in the context of sustainable consumption.

The findings highlight the importance of considering both direct and indirect effects (through brand trust and identity) when examining the influence of human brands on consumer behavior.

5.4. Practical Implications

The results of this study offer several practical implications for marketers and policymakers:

Human Brand Selection: When promoting sustainable products or behaviors, marketers should prioritize human brands with high perceived expertise in sustainability matters, as this attribute showed the strongest influence on consumer attitudes and intentions.

Trust-Building Strategies: Given the mediating role of brand trust, marketers should focus on developing trust-building strategies when using human brands to promote sustainable consumption.

Brand Identity Alignment: Efforts should be made to align the human brand's identity with the sustainable brand's identity to strengthen consumer-brand identification and enhance the effectiveness of sustainability campaigns.

Age-Targeted Approaches: Marketers should consider age-specific strategies, with a potentially stronger focus on using human brands to target younger consumers for sustainable products and behaviors.

5.5. Limitations and Future Research Directions

While this study provides valuable insights, it has some limitations that offer opportunities for future research:

Cross-sectional Design: The cross-sectional nature of the study limits causal inferences. Future research could employ longitudinal designs to examine the long-term effects of human brand influence on sustainable consumption patterns.

Geographic Scope: The study was conducted in the United States, potentially limiting its generalizability. Future studies could explore cross-cultural comparisons to understand how the influence of human brands on sustainable consumption varies across different cultural contexts.

Product Specificity: This study examined sustainable consumption in general. Future research could focus on specific product categories or industries to provide more targeted insights.

Social Media Platforms: The study did not differentiate between various social media platforms. Future research could investigate how the influence of human brands on sustainable consumption differs across different social media channels.

5.6. Conclusion

In conclusion, this study provides empirical evidence for the significant impact of human brands on sustainable consumption patterns, mediated by brand trust and brand identity, and moderated by age. These findings contribute to our understanding of the factors influencing sustainable consumption and offer valuable insights for promoting sustainable behaviors through human brand endorsements. As the world continues to grapple with environmental challenges, leveraging the influence of human brands may prove to be an effective strategy in encouraging more sustainable consumption patterns, particularly among younger consumers.

6.1. Practical Recommendations

Leverage Human Brand Expertise: Marketers and organizations promoting sustainable products should prioritize collaborating with human brands that possess genuine expertise in sustainability. This could involve partnering with environmental scientists, sustainability experts, or celebrities with a proven track record of environmental advocacy.

Develop Trust-Building Strategies: Companies should focus on building trust between human brands and consumers. This can be achieved through transparent communication about sustainability efforts, consistent messaging, and demonstrating long-term commitment to sustainable practices.

Align Brand Identities: Ensure that the values and identity of the human brand align closely with the sustainable brand or product being promoted. This alignment can strengthen consumer-brand identification and enhance the effectiveness of sustainability campaigns.

Age-Targeted Approaches: Develop age-specific marketing strategies, with a particular focus on leveraging human brands to engage younger consumers (18–34) in sustainable consumption practices. This could involve collaborating with younger influencers or celebrities who resonate with this demographic.

Holistic Sustainability Messaging: Rather than focusing solely on product attributes, incorporate messaging about the broader impact of sustainable consumption on environmental and social issues. This can help consumers understand the wider implications of their purchasing decisions.

Utilize Multi-Channel Approaches: Implement integrated marketing communications strategies that leverage human brands across various channels, including social media, traditional media, and in-person events, to reinforce sustainable consumption messages.

Educate and Empower: Use human brands not just for promotion, but also as educators to increase consumer knowledge about sustainability issues and empower them to make informed choices.

6.2. Recommendations for Future Research

Longitudinal Studies: Conduct longitudinal research to examine the long-term effects of human brand influence on sustainable consumption patterns and behavior change over time.

Cross-Cultural Comparisons: Expand the research to include cross-cultural studies to understand how the influence of human brands on sustainable consumption varies across different cultural contexts and geographical regions.

Product-Specific Research: Investigate the impact of human brands on sustainable consumption for specific product categories (e.g., fashion, food, technology) to provide more targeted insights for different industries.

Social Media Platform Differentiation: Examine how the influence of human brands on sustainable consumption differs across various social media platforms (e.g., Instagram, TikTok, YouTube) to inform platform-specific strategies.

Authenticity and Greenwashing: Explore consumer perceptions of authenticity in human brand endorsements of sustainable products and how this relates to concerns about greenwashing.

Interaction with Other Marketing Strategies: Investigate how human brand influence interacts with other marketing strategies (e.g., eco-labeling, cause-related marketing) in promoting sustainable consumption.

Psychological Mechanisms: Delve deeper into the psychological mechanisms underlying the influence of human brands on sustainable consumption, possibly incorporating theories from social psychology and consumer behavior.

Negative Impacts: Examine potential negative consequences of using human brands to promote sustainable consumption, such as overconsumption of "green" products or decreased efficacy of sustainability messages over time.

Measurement Tools: Develop and validate more sophisticated measurement tools for assessing the impact of human brands on sustainable consumption, potentially incorporating implicit measures or behavioral data.

Policy Implications: Investigate how findings on human brand influence can inform policy decisions related to sustainability marketing and advertising regulations.

By addressing these areas, future research can contribute to a more comprehensive understanding of the role of human brands in promoting sustainable consumption and provide valuable insights for both theory and practice in this critical area.

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The authors declare no competing interests.

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

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Abstract

Figures

Background

Introduction

2.1. Problem Statement

2.2. Research Significance

2.3. Literature Review

2.4. Theoretical Framework

2.5. Research Objectives and Hypotheses

Theoretical Framework and Literature Review

2.1. Theoretical Framework

2.1.1. Human Brand Theory

2.1.2. Theory of Planned Behavior

2.1.3. Social Learning Theory

2.2. Literature Review

2.2.1. Human Brands and Consumer Behavior Influence

2.2.2. Sustainable Consumption

2.2.3. Role of Brand Trust and Identity

2.3. Research Gaps

2.4. Conceptual Framework

Methodology

3.1. Research Design

3.2. Population and Sampling

3.2.1. Target Population

3.2.2. Sampling Method

3.2.3. Sample Size

3.3. Data Collection Instrument

3.3.1. Questionnaire Design

3.3.2. Pilot Study

3.4. Validity and Reliability

3.4.1. Content Validity

3.4.2. Construct Validity

3.4.3. Reliability

3.5. Data Analysis

3.6. Ethical Considerations

Results

4.1. Descriptive Statistics

4.2. Measurement Model Assessment

4.3. Hypothesis Testing

4.4. Moderating Effects

Discussion and Conclusion

5.1. Interpretation of Findings

5.1.1. Direct Effects of Human Brand Attributes

5.1.2. Mediating Role of Brand Trust and Brand Identity

5.1.3. Moderating Effect of Age

5.2. Comparison with Previous Research

5.3. Theoretical Implications

5.4. Practical Implications

5.5. Limitations and Future Research Directions

5.6. Conclusion

Recommendations

6.1. Practical Recommendations

6.2. Recommendations for Future Research

References

Additional Declarations

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