Effects of Green Brand Love on Loyalty and Green Purchase Behaviour. A comparative approach between pre and during pandemic consumers

Although it may appear fanciful and impossible, the pandemic seems to be permanently changing consumer behaviour, generating a positive shift towards sustainability and green products. This study aims to investigate consumers' pre- and during-pandemic consumption behaviour towards local and organic products. Specifically, testing the possible predictors of Green Brand Love, its role to mediate Green Purchase Behaviour and loyalty, and the effect of brand trust and commitment. It was enrolled a sample of 549 Italian consumers, during the pre-pandemic and during pandemic period. Interesting results emerged. The CFA confirmed the assumed model, with all strong and significant predictors. Green Brand Love, Trust and Commitment partially mediated the relationships with the outcomes. Multi-group analysis showed differences between pre and during-pandemic consumers; the group of consumers who consumed during this pandemic revealed a significant and stronger effect of Green Brand Love, both on loyalty and on green purchase behaviour.