Green Consumerism: A Cross-Cultural Linguistic and Sentiment Analysis of Sustainable Consumption Discourse on Twitter (X)

Diwanji, Vaibhav Shwetangbhai; Baines, Annalise Frances; Bauer, Finnegan; Clark, Kaitlin

doi:10.1080/10641734.2024.2318705

Cited by 8 publications

(1 citation statement)

References 197 publications

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“…That is, consumers tend to reject so-called "ugly foods" that violate standard, stereotypical views about ideal product appearance (Hartmann et al, 2021), resulting in constant waste of vast amounts of perfectly edible and nutritious food, exacerbating food insecurity and damaging the environment (FAO, IFAD, UNICEF, WFP & WHO, 2022). The issue must be addressed considering the crucial need for environmental sustainability and social responsibility (Diwanji et al, 2024;Ko & Phua, 2024).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular‐appearing produce

Kim,

Ryoo,

Manika

et al. 2024

Psychology and Marketing

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Recognizing that the waste of imperfect produce contributes to the global environmental crisis, the authors conduct three studies examining whether retailers can use anthropomorphizing marketing techniques to make irregular‐appearing produce more attractive and increase purchase intentions. Based on the exemplar model theory, Study 1 shows that when retailers place googly eyes on pictures of irregular‐appearing produce, consumers judge the product according to multiple exemplars as they do when they evaluate humans. The multiple esthetic cues cause them to perceive irregular produce as more attractive. Study 2 replicates Study 1 by using human names as the anthropomorphic cues, demonstrating that anthropomorphism can increase purchase intentions toward irregular‐appearing produce. Study 3 further shows that the anthropomorphism effects hold for irregular‐appearing produce from corporate farms and not from local farms. The differences occur because consumers expect corporate farms to conform to standardized esthetic norms but expect local farms to market irregular‐appearing produce. When expectations are aligned, anthropomorphism is more likely to cause consumers to diversify esthetic cues, but not when expectations are disassociated. The article concludes with suggestions for promotion strategies that use anthropomorphizing to change attitudes and increase purchase intentions toward irregular‐appearing produce.

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Section: Theoretical Backgroundmentioning

confidence: 99%

From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular‐appearing produce

Kim,

Ryoo,

Manika

et al. 2024

Psychology and Marketing

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Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Psychology and Marketing

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The aim of this paper is to explore how mega‐influencers' electronic word of mouth (eWOM) messages on social media influence consumers' brand attitudes in duopolistic markets. Through three experimental studies, we observe that when mega‐influencers send positive (vs. negative) eWOM messages about a leading brand, followers form positive (vs. negative) brand attitudes, but these effects fail to occur when influencers back challenger brands. The findings are consistent across three duopolistic market rivals (Apple vs. Samsung; UPS vs. FedEx; Nike vs. Adidas), three social media platforms (Facebook, Instagram, and X), and four mega‐influencers (Marques Brownlee, Gary Vaynerchuk, Kanye West, and Kylie Jenner). Findings indicate that mega‐influencers have more persuasive power when recommending or criticizing leading brands rather than challenger brands, irrespective of their follower base. The findings contribute to the marketing literature by showing that in duopolistic market contexts, mega‐influencers' e‐WOM has varied effects on followers' brand attitudes, depending on brand status in the market.

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Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals

Milfeld,

Pittman,

Taylor

2024

Journal of Current Issues & Research in Advertising

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Green Consumerism: A Cross-Cultural Linguistic and Sentiment Analysis of Sustainable Consumption Discourse on Twitter (X)

Cited by 8 publications

References 197 publications

From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular‐appearing produce

From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular‐appearing produce

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals

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