Sustainable advertising or ecolabels: Which is the best for your brand and for consumers’ environmental consciousness?

Ferreira, Alcina Gaspar; Fernandes, Maria Eduarda

doi:10.1080/10696679.2021.1882864

Cited by 21 publications

(13 citation statements)

References 107 publications

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“…Chen (2010) indicates that a consumer's perception of a sustainable brand image implies that the associations he or she has in his mind result in commitments and environmental concerns. Gaspar-Ferreira and Fernandes (2022) add that the sustainable brand image implies, in addition to environmental commitments and concerns, economic and social commitments and concerns. On the other hand, Chen (2008) reports that when companies can offer products or services that meet the environmental needs of their consumers, they are more predisposed to purchase, with concern for environmental problems being the main driver of sustainable consumption.…”

Section: Perceived Environmental Benefitsmentioning

confidence: 99%

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

Prados‐Peña

Gálvez‐Sánchez

Utrilla

et al. 2022

Environ Dev Sustain

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In the modern world, the management of companies has evolved from a model characterized by the extraction, transformation, and generation of waste towards a more sustainable model. This transition affects even more traditional sectors, such as crafts. A key aspect of the transition towards more sustainable models is knowledge of the disposition of consumers with respect to these new artisan products. To date, few works have addressed this research problem, so this paper analyses consumer behaviour towards sustainable craft products empirically. To accomplish this goal, the effect of the image of sustainable craft products as perceived by consumers on their purchase intention is studied. Attitudes towards sustainable crafts, purchase intention, degree of consumer involvement and degree of knowledge concerning sustainability are considered as moderating variables. A questionnaire was distributed to a sample of handicraft consumers, and confirmatory factor analysis and an ordinary least squares regression model were used to study the data thus obtained. The results showed that the image of sustainable craft products as perceived by consumers influences their purchase intentions. In addition, this influence is increased when consumer attitudes towards and involvement with sustainable craft products increase. The results of this study can be useful for the sustainable crafts sector with respect to incorporating more sustainable products and designing marketing and communication strategies to help consumers learn about sustainability.

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Section: Perceived Environmental Benefitsmentioning

confidence: 99%

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

Prados‐Peña

Gálvez‐Sánchez

Utrilla

et al. 2022

Environ Dev Sustain

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“…Another prominent data analysis technique was partial least square structural equation modelling (PLS‐SEM) (11.7%). PLS‐SEM has recently emerged as a remarkable statistical technique in the social sciences and has gained popularity in marketing (Gaspar & Fernandes, 2022). Furthermore, some studies used different tests, such as analysis of variance (ANOVA) with eight articles (13.3%) and t ‐test with seven articles (11.7%).…”

Section: Resultsmentioning

confidence: 99%

Ad avoidance in the digital context: A systematic literature review and research agenda

Çam

Köseoğlu

2022

Int J Consumer Studies

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The recent growth in digital marketing investments and revenues has attracted the attention of both marketing practitioners and scholars. However, this growth has dramatically increased users' exposure to ad messages, encouraging consumers to avoid them. Therefore, ad avoidance has become a major problem for marketing practitioners. Although researchers have become much more interested in this subject over the past two decades, the body of knowledge on ad avoidance in the digital environment remains fragmented due to the lack of a comprehensive review. Therefore, a holistic overview study is needed that focuses on the big picture and can help researchers to understand the literature comprehensively. This study aims to provide a comprehensive understanding of the topic using a systematic literature review approach on digital ad avoidance. To this end, we provide an in‐depth content analysis of 56 relevant articles published in 31 peer‐reviewed scientific journals up to December 31, 2021. Based on a theories, contexts, characteristics, and methods (TCCM) framework, the study results shed light on ‘what do we know, how do we know, and where should research about digital ad avoidance research be heading?’ Additionally, drawing on the content analysis, we have presented an integrative framework that considers antecedents, outcomes, mediators, and moderators, which can help develop the field systematically and guide future research. By doing so, we think this review meets the need to give an overview of the state‐of‐the‐art scientific body of knowledge on digital ad avoidance and makes important and solid contributions to the literature, practical implications, and future research directions based on the findings.

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“…When consumers perceive a brand as showing genuine concern about societal and environmental problems, they will evaluate the brand more favorably and thus be more willing to patronize their products (Baskentli et al, 2019; Sen & Morwitz, 1996; Tsai et al, 2020). In contrast, when a brand is perceived to be seeking to maximize profits by selling sustainable products (Ferreira & Fernandes, 2022), consumers will perceive the brand as not having pure motives (Brockhaus et al, 2017; Silver, Kelly et al, 2021). This is because instead of genuinely wanting to contribute positively to protecting the environment, such brands are seen as exploiting sustainable products to ensure a positive brand image (Brockhaus et al, 2017).…”

Section: Theoretical Developmentmentioning

confidence: 99%

“…In the case of a brand is perceived as a pioneer, past research suggests consumers will perceive the brand’s motives for engaging in sustainable initiatives as more pure, sincere (Kelly et al, 2017; Silver, Kelly et al, 2021), genuine, and authentic (Brockhaus et al, 2017; Ferreira & Fernandes, 2022). In other words, they are less likely to consider such brands to have a tainted motive (Savary et al, 2020; Silver, Kelly et al, 2021; Silver, Newman et al, 2021).…”

Section: Theoretical Developmentmentioning

confidence: 99%

When I’m First, I Can Use More: The Divergent Effects of Joint Appeals on Likelihood of Purchasing Sustainable Products

Rostiani

Purwanto

Chiew

2022

Australasian Marketing Journal

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While sustainable products are mostly promoted with intrinsic appeals (e.g., “Buy this product and do something good for the environment”), marketers can also incorporate extrinsic appeals (e.g., “Buy this product and show others how sustainable you are”), thus creating joint appeals. However, it remains unclear whether such joint appeals will be more or less effective than intrinsic appeals in driving favorable consumer evaluations of sustainable products. This research investigates the divergent effects of joint versus intrinsic appeals on consumers’ likelihood of purchasing sustainable products and tests the moderating role of pioneering status in this regard. Across two experimental studies, this research demonstrates that joint (vs. intrinsic) appeals will lead to a higher likelihood of purchasing sustainable products from a brand perceived as a pioneer, but to a lower likelihood of purchasing sustainable products from a brand perceived as a follower. Further, these positive versus negative effects of joint appeals are driven by two distinct mechanisms—emotional value and consumer skepticism, respectively. The theoretical and practical contributions of this research are discussed.

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Sustainable advertising or ecolabels: Which is the best for your brand and for consumers’ environmental consciousness?

Cited by 21 publications

References 107 publications

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

Ad avoidance in the digital context: A systematic literature review and research agenda

When I’m First, I Can Use More: The Divergent Effects of Joint Appeals on Likelihood of Purchasing Sustainable Products

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