Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| NC and RP significantly activate GCVs, with RP exerting the strongest effect | Product-level naturalness and regional-origin cues are effective triggers of sustainability values |
| GCVs influence BT only through BL (indirect-only mediation) | BL functions as the primary affective conduit linking values to trust |
| The NC/RP → GCVs → BL → BT chain validates the full SOBC pathway | Confirms SOBC’s value–emotion–trust pathway in sustainability |
| AP negatively moderates GCVs → BL and BL → BT | AP operates as a boundary condition that can attenuate affective and relational value translation |
| Regional cues are effective, but emotionally contingent | Calibrate “buy domestic” messaging to avoid pride saturation |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Product-level naturalness and regional-origin cues are effective triggers of sustainability values | |
| GCVs influence | |
| The NC/ | Confirms SOBC’s value–emotion–trust pathway in sustainability |
| Regional cues are effective, but emotionally contingent | Calibrate “buy domestic” messaging to avoid pride saturation |
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