The Effects of Brand Hypocrisy on Consumer Evaluations and Behaviors: Moderating Role of Nutrition Consciousness

Many individuals accuse brands of hypocrisy for lacking transparency and sincerity, which could harm the brands’ image lead to negative evaluations. Accusations can also result in behavioral outcomes, such as brand distance word mouth (nWOM). This is particularly true food brands, it depends on individuals’ nutrition consciousness. Therefore, this study aims explore serial mediating effect evaluations (mission) both nWOM, moderating role consciousness these indirect effects. Data was collected from 463 Turkish participants, moderated mediation analyses were performed test research hypotheses. As a result, has direct evaluations, distance, nWOM; image, finally, serially mediate where moderates Thus, current theoretically empirically advances limited literature consciousness, focuses assessment process its outcomes.