Abstract
This research investigates the relationship between sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior from a collective action perspective. It is based on attribution theory and construal level theory. The research, which involved four studies (N = 951), found that a descriptive appeal is appropriate for a product-oriented advertisement, and an injunctive appeal is suitable for a cause-oriented advertisement. The match between sustainable normative appeals and advertising orientations encourages caring and responsibility attribution, leading to environmentally responsible consumption behavior. Collective goal attributes also moderated the interaction effect, especially in the abstract collective goal, and only caring mediated the interaction between descriptive appeal and product-oriented advertisement on behavior. This study provides a new perspective and advertising strategies that can be applied to corporate sustainability marketing.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
