# Unpacking the effects of brand authenticity on consumer trust and loyalty in nutrition: a psychological perspective

## TL;DR

This study explores how brand authenticity affects consumer trust and loyalty in nutrition markets through psychological factors like sincerity and emotional attachment.

## Contribution

The study identifies trust as a full mediator between brand authenticity and loyalty, with additional indirect effects through sincerity, self-congruence, and emotional attachment.

## Key findings

- Brand authenticity significantly enhances consumer trust (β = 0.54, p < 0.001).
- Consumer trust strongly predicts loyalty (β = 0.47, p < 0.001).
- Trust fully mediates the relationship between brand authenticity and loyalty.

## Abstract

Brand authenticity plays a crucial role in shaping consumer evaluations in nutrition markets, where product claims are difficult to verify and consumers rely heavily on trust.

The research investigates the influence of perceived brand authenticity on consumer trust and loyalty, and also examines the mediating role of perceived sincerity, self-congruence, and emotional attachment in that connection.

Using survey data from 300 consumers, the measurement and structural models were validated through Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) with bootstrapped indirect effects.

The results demonstrate that brand authenticity significantly enhances trust (β = 0.54, p < 0.001), and that trust strongly predicts loyalty (β = 0.47, p < 0.001). The indirect effect of authenticity on loyalty through trust was significant, indicating full mediation. Additional indirect pathways by sincerity, self-congruence, and emotional attachment were also supported.

These findings clarify the cognitive and affective mechanisms linking brand authenticity to trust and loyalty in nutrition branding, offering strategic insights for managers aiming to strengthen long-term consumer relationships. In this way, the study addresses the trust and authenticity nexus during nutrition branding and demonstrates how to credibly and systematically approach brand storytelling in critical health issues.

Flowchart and bar graphs depict the relationship between perceived sincerity, self-congruence, emotional attachment, brand authenticity, consumer trust, and loyalty. Logos on the left indicate brand themes. Bar graphs show age and gender distributions, with blue bars for age groups and male gender, and an orange bar for females.