Abstract
This study attempted to understand the role of the consumers’ cognitive and affective factors in explaining the effect of their perception of sustainable corporate activities on their satisfaction with an eco-friendly cosmetic brand (LUSH). The results indicated as follows: first, it was found that consumer perception of sustainable corporate activities in a cosmetic company had a significant positive effect on cognitive factors such as brand recognition and perceived product value. Second, among the cognitive factors, the consumer’s perception of product value was found to have a significant effect on affective factors (positive and negative anticipated emotions) that could be experienced using the product, while brand awareness was not significant. Third, it was found that positive and negative anticipated emotions ultimately had a significant positive effect on brand satisfaction. Finally, the mediating effects of cognitive factors (brand awareness and perceived value) and an affective factor (positive anticipated emotion) were found to be significant for the relationship between consumer perception of sustainable corporate activities and satisfaction with an environment-friendly cosmetic brand.
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