The Impact of Environmental Consciousness and Health Awareness on the Brand-relationship quality – An examination of Community of Package-Free Stores in Hungary
(R2024-122642)

AUTHORS

Tünde Szász, Eötvös Loránd Tudományegyetem Gazdaságtudományi kar; Erika Hlédik, Eötvös Loránd Tudományegyetem; Ottilia Táskai, Eötvös Loránd Tudományegyetem

ABSTRACT

The aim of this research was to examine the influence of environmental awareness and health consciousness among package-free shoppers. The data was collected through an online questionnaire survey, using a convenience sampling method, from 227 consumers who actively shop at package-free stores in Hungary. The study model was based on prior research and the analysis was conducted using the PLS-SEM method. The reliability of the scales was assessed using Cronbach's alpha coefficient and composite reliability, discriminant and convergence validity was evaluated using the Fornell-Larcker criterion, and average variance extracted (AVE). Our findings indicate that environmental awareness influences health consciousness, and both have direct effect on brand relationship quality, but environmental consciousness has an indirect impact through trust and loyalty.