Relationships Among Psychological Risk, Eco-Friendly Packaging, Price Fairness, and Brand Trust of Bottled Water Consumers: Moderating the Impact of Nutritional Disclosure

This study explores the relationship between psychological risk, price fairness, and brand trust in consumers of bottled water. We also tested the moderating effect of nutritional disclosure on the impacts of psychological risk and eco-friendly packaging on price fairness. We analyzed the data of 308 participants recruited via the Clickworker platform. Hayes' PROCESS macro model 7 was employed to test the hypotheses. Price fairness was negatively influenced by psychological risk. Moreover, brand trust was significantly impacted by psychological risk and price fairness, with a significant moderating effect of nutritional disclosure on the relationship between eco-friendly packaging and price fairness. This work adds to the literature by identifying the relationship among four factors relevant to bottled water businesses.