The role of brand love in explaining customers’ organic food brand loyalty in the South Central region

Abstract

This study uses in-person interviews and online surveys through a questionnaire filled/answered by 360 customers living in the South Central region. The study utilizes the structural equation modeling method based on partial least squares to test the research hypotheses by testing Cronbach' alpha reliability, convergent and discriminant validity. Results show that brand love has a strong impact on customers’ loyalty and word of mouth of organic food brands in the South Central region. Therefore, this study is expected to propose policy implications for marketers, manufacturers, traders, and managers to predict customers’ organic food consumption behavior in the South Central region.