The present study reveals the importance of understanding how business decisions focused on sustainability can impact companies, due to the risks associated with brand loyalty. The relationship between brand loyalty and consumers’ environmental viewpoint is investigated, including how consumers’ brand loyalty would be impacted after environmental-based expansion decisions are announced. College students from the USA and Romania (N
= 92) were asked to voluntarily participate in a survey. The Brand Loyalty Scale (BLS) is used to assess brand loyalty before and after a fictitious expansion announcement was made and the New Ecological Paradigm (NEP) scale is utilized to assess attitudes toward sustainability. A paired samples t
-test analysis reveals a significant positive correlation between NEP scores (attitudes toward sustainability) and brand loyalty. No significant differences are found in attitudes toward sustainability regarding region (Romania and USA) or gender. These results indicate that individuals who generally show concern towards the environment will stay loyal to their favorite companies after sustainability is introduced. Results also indicate that the gap regarding region and gender is slowly closing in attitudes toward sustainability; individuals in developing countries are also showing a major concern toward environmental issues. Males indicate just as much concern toward the environment as females, which is confirmed by other findings in previous literature.
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