The impact of enjoying nature on sustainable consumption and its influence on local brand preference across cultures

Purpose The purpose of this study is to investigate how enjoying nature serves as a precursor to consumer responsibility for sustainable consumption (CRSC), and how this responsibility influences consumer preferences for local brands. It provides a theoretically grounded explanation of how sustainability-oriented consumers engage with local products. Design/methodology/approach Drawing on the theory of reasoned action and the norm activation model and using data from 430 Mexican and 450 Spaniards consumers, the authors examine the direct impact of CRSC on local brand purchase likelihood. The authors also assess mediating mechanisms – local brand attitude (LBA), local brand perceived quality (LBQ) and familiarity (LBF) – and explore enjoying nature as a novel antecedent of CRSC. Findings Results confirm that CRSC positively influences local brand purchase likelihood, with mediation effects through LBA, local brand perceived quality and local brand familiarity. Enjoying nature significantly predicts CRSC, revealing a deeper motivational base for sustainability. Originality/value This paper contributes to sustainability and branding literature by demonstrating how CRSC translates into support for local brands, identifying a previously untested antecedent (enjoying nature) and clarifying key mediators of sustainable consumption behavior.