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All Journal Agrikultura EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Journal of Empowerment Community International Journal of Business, Economics, and Social Development Economics Professional in Action (E-Profit) Jurnal Ekonomi Manajemen Akuntansi Jurnal Abdimas Maduma Sinergi International Journal of Management and Business Jurnal Bhakti Karya dan Inovatif Journal of Business and Management Inaba In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Commercium: Journal of Business and Management Jurnal Ilmiah Manajemen Dan Kewirausahaan
Saberina, Sabilla
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Informatika Dan Bisnis Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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BRAND APPEAL, EMOTIONAL ATTACHMENT, AND RESPONSIBLE CONSUMERISM: THE MEDIATING ROLE OF CONSUMER BEHAVIOR Aprianti, Vika; Sabilla Saberina; Johannes Kristian Siregar
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.10012

Abstract

Growing awareness of environmental and social issues has encouraged consumers to adopt more responsible consumption practices. However, empirical evidence explaining how brand-related factors influence responsible consumerism remains limited, particularly in emerging markets. This study examines the influence of brand appeal and emotional brand attachment on responsible consumerism, with consumer behavior serving as a mediating variable. Data were collected from 238 consumers of eco-friendly products in urban areas of Indonesia using an online questionnaire with purposive sampling. Structural Equation Modeling (SEM) was applied to analyze the relationships among the constructs. The results show that brand appeal and emotional brand attachment significantly influence consumer behavior, which subsequently promotes responsible consumerism. In addition, consumer behavior plays a significant mediating role in translating brand perceptions and emotional connections into responsible consumption practices. These findings contribute to the literature by integrating emotional branding and consumer engagement perspectives in explaining responsible consumerism and provide strategic insights for developing sustainabilityoriented branding strategies
Co-Authors Adi Permana Sidik Aditya, Muhamad Sandy Aggi Panigoro Sarifiyono Anang Bambang Pujianto Andriya Risdwiyanto Aprianti, Vika Ariani, Dorothea Wahyu Arin Risdiana Ayu Nike Retnowati Bob Foster Elan Rusnendar Erviyani, Yulita Evelyne Austine Sugandi Fahmy Septiadi Harianto Simarmata Harianto Simarmata Hidayat Rizky Pratama Ira Valentina Silalahi Johannes Kristian Siregar Kusumawardhani, Aninditha Putri Maulana, Ilham Kurniandi Mugi Puspita Ninggar Agustina Cindya Putri Nursantika, Taufan Priyana, Indarta Purnama, Susan Putra, Okta Eka Putri, Shinta Hartini Ratih Hadiantini Retno Widya Ningrum Rina Dwiarti Sianturi, Todung Barita Siska Hadiyanti Suprapto, Yetti Lutiyan Theresia Manalu Titania Indriani Uswatun Hasanah Vinna Permanawati