Title: Emotional branding and its influence on consumer buying behaviour: a study of upcycled products with price sensitivity as a moderator

Authors: Sonia Kashyap

Addresses: GNA Business School, GNA University, Phagwara, Punjab, India

Abstract: The present study intends to examine the impact of emotional branding on the buying intentions and buying behaviour of the consumers for upcycled products with the moderating role of price sensitivity. Nudge theory provides the theoretical framework to the proposed model. Purposive and quota sampling is used along with mall intercept method to collect the data. PLS-SEM is utilised to test the hypothesised relationships. Findings show that all dimensions of emotional branding generate buying intentions and affect buying behaviour among consumers for upcycled products. Furthermore, price sensitivity negatively moderates the relationship between buying intentions and buying behaviour of upcycled products.

Keywords: upcycled products; emotional branding; buying behaviour; nudge theory.

DOI: 10.1504/IJEWE.2025.152699

International Journal of Environment, Workplace and Employment, 2025 Vol.9 No.4, pp.311 - 334

Received: 23 Jul 2025
Accepted: 16 Sep 2025
Published online: 07 Apr 2026 *

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