This study examines the perceived benefit of sustainable consumption from a consumer perspective. Communicating corporate social and environmental responsibility is beneficial from a company perspective; however, the advantages for consumers have not yet been sufficiently clarified. We investigated two well-being dimensions as the identified benefit of sustainability. Therefore, an experiment (n = 815) was conducted to identify the influence of different advertisements on social-environmental and emotional well-being while considering the moderating role of consumers' value orientation. The results revealed that information about sustainability attributes had a significant effect on social-environmental well-being, while the emotionality of the communication had a significant effect on emotional well-being. These effects were partly moderated by consumers' value orientation: the effect on social-environmental well-being increased with biosphere-altruistic value orientation, whereas the effect on emotional well-being slightly increased with self-enhancement value orientation.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.