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Does sustainability knowledge deepen emotional bonds? A study of creative branding in social commerce

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  • Duong, Nam Tien

Abstract

This study examines how perceived creative sustainability (PCS) influences emotional brand attachment (EBA) and consumer loyalty in the context of sustainable fashion on social commerce platforms. Drawing on the affect theory of social exchange and the broaden-and-build theory of positive emotions, we explore the moderating role of sustainability literacy. Two experimental studies (N = 200) and a survey-based PLS-SEM analysis (N = 400) confirm that PCS significantly enhances emotional brand attachment, which in turn drives loyalty. Importantly, sustainability literacy positively moderates the PCS–EBA relationship, indicating that consumers with higher sustainability knowledge are more emotionally responsive to creative eco-branding. fsQCA analysis further reveals distinct consumer profiles—rational, impulsive, and semi-rational—based on the configuration of knowledge, emotion, and perception. The findings offer theoretical insights into sustainable branding and practical strategies for targeting consumers with varied sustainability awareness.

Suggested Citation

  • Duong, Nam Tien, 2026. "Does sustainability knowledge deepen emotional bonds? A study of creative branding in social commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003571
    DOI: 10.1016/j.jretconser.2025.104578
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