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Brand Attitude and Frugality as a Lifestyle: Evidence from Coffee Shop Customers

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • María Villavicencio

    (Universidad Católica de Cuenca)

  • Walesska Schlesinger

    (University of Valencia)

Abstract

Recent years have witnessed a phenomenal change in the quantity and pattern of consumption, frugality has often been associated with resource-saving behavior that contributes to sustainable consumption. Thus, this study investigates consumer frugality and its relationship with brand attitude and purchase intention for green foodservice in an emerging market. A sample of 327 customers was taken from an icon ecological coffee shop in Ecuador. The positive effect on the relationship between frugality and green purchase intention and the mediating role of brand attitude in this relationship were empirically demonstrated. The results suggest that green marketing strategies in emerging markets should consider consumer beliefs and values as they have an impact on purchase intention. Furthermore, the importance of brand attitude in guiding sustainable behavioral intention.

Suggested Citation

  • María Villavicencio & Walesska Schlesinger, 2023. "Brand Attitude and Frugality as a Lifestyle: Evidence from Coffee Shop Customers," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Katrijn Gielens (ed.), Advances in National Brand and Private Label Marketing, pages 83-88, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-32894-7_10
    DOI: 10.1007/978-3-031-32894-7_10
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