This research aims to explore how consumers' local brand choices differ between air-polluted days and clean days, and why the difference occurs.
Two studies were conducted. Study 1 used the longitudinal consumption data of various yogurt brands and daily air quality indexes in 2014 and 2015. Study 2 conducted three rounds of surveys on a clean day, a general air-polluted day and a seriously air-polluted day.
The findings indicate that consumers show less tendency of attribution and compensatory consumption during air-polluted days, which in turn decrease their willingness to choose local brands.
Implications are provided for future research and marketing practice, especially for local companies that rely heavily on local consumers, and retailers in heavy air-polluted areas.
This paper is the first to illustrate the influence of air pollution on consumers' local brand choices, and it extends current understanding on air pollution and consumer choices by discovering psychological process underneath to explain the effect.
