The many facets of sustainable consumption, anti-consumption, and emotional brand attachment in Egypt

The main purpose of this research is to gain a better understanding of the relationship between consumers’ emotional brand attachment and sustainable consumption and how it pertains to anti-consumption and consumer well-being. Relevant literature was used to develop a conceptual model depicting the relationships between constructs at hand. The empirical research context was the Egyptian food industry. The research methodology encompassed a mix of qualitative (represented in depth interviews) and quantitative research techniques (using structural equation modeling). Results revealed that socially responsible behaviour positively affects attachment to sustainable brands and their purchase intentions of these brands. Brand attachment also proved to have a positive effect on the purchase intentions among sustainable brands. Although the lack of product sustainability was found to cause consumers to exhibit anti-consumption behaviour against these brands, other factors, such as the quality of the brand, were found to be more important. Finally, consumers’ well-being was found to be positively affected by their attachment to sustainable brands, and socially responsible consumption behaviour.