Table 6. Conclusions and theoretical and... | Emerald Publishing

Table 6.

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
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