Brand resilience under environmental threat: competing mediating roles of perceived value and environmental concern in seafood purchase intentions

Purpose This study investigates how brand image shapes seafood purchase intentions under environmental threat. Drawing on the stimulus–organism–response (S–O–R) framework, it examines the competing mediating roles of perceived value and environmental concern. Design/methodology/approach Using a systematic sampling approach, this study collected 319 valid questionnaires from coastal consumers in Guangdong Province, China. Structural equation modeling was used to test the dual-mediation model involving perceived value and environmental concern. Findings Brand image positively influences both perceived value and environmental concern. Perceived value enhances purchase intention, while environmental concern suppresses it. Both variables significantly mediate the brand–purchase relationship in opposing directions, with an overall positive indirect effect, suggesting that brand resilience endures despite ecological concerns. Originality/value This study contributes by modeling competing psychological mediators in seafood consumption under environmental threat, an area that has received limited attention in existing literature. It reveals consumer ambivalence during ecological crises: while strong brands retain appeal, environmental risk awareness weakens purchasing confidence. The findings offer actionable insights for seafood marketers on sustaining brand resilience through value communication and transparent sustainability practices.