Is sustainability advertising just a public relations stunt?

Johnson, Thomas Frederick; Greenwell, Matthew P.

doi:10.31235/osf.io/avy4d

Cited by 2 publications

(2 citation statements)

References 13 publications

(18 reference statements)

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“…Similar research has been conducted in businesses, where more sustainable businesses were more likely to promote their sustainability i.e. sustainability advertising was not just a public relations stunt 26 .…”

Section: Introductionmentioning

confidence: 73%

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Vote, Tweet, Campaign, Repeat: Using Twitter to predict environmental voting intentions

Greenwell¹,

Johnson²

2021

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Government policies are key to combating climate change and biodiversity loss, however political action requires electoral support. Engaging with the electorate through social media is an integral part of political communications, informing voters on politicians’ voting intentions. Here, we examine whether environmental messaging on Twitter by UK politicians can be used to predict the likelihood of them voting for pro-environmental measures. Using historical Twitter data and voting records, we determine that environmental messaging has increased over the last decade, but the probability of voting environmentally has not. Instead, voting trends are highly heterogenous over time, varying by political party. However, after accounting for party effects, politicians with higher levels of environmental messaging are more likely to vote against party lines in favour of environmental measures. This work suggests that environmental messaging can be used to inform voting intentions, but is a poor predictor compared to political party association.

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Section: Introductionmentioning

confidence: 73%

“…New tools built to analyse the sentiment of tweets e.g. Johnson et al (2021), could be used to add further nuance to the analysis.…”

Section: Discussionmentioning

confidence: 99%

Vote, Tweet, Campaign, Repeat: Using Twitter to predict environmental voting intentions

Greenwell¹,

Johnson²

2021

Preprint

Self Cite

View full text Add to dashboard Cite

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Communicating With Consumers in Environmental Sustainability Advertising

Becan

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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In today's world, brands try to positively influence consumers and strengthen their brand image by showcasing themselves on environmental issues. This study examines consumer responses by analyzing comments on YouTube for ten award-winning ads in the environmental and social benefit category of Effie Turkey. The research aims to provide insight into the relationship between brand perception and performance metrics using sentiment analysis and a dataset created by realistic user-generated data. The analysis showed that the number of positive comments exceeded the number of negative comments for all the advertisement videos examined. This suggests that individuals expressing their opinions on YouTube generally hold positive emotions towards environmental sustainability-themed messages and have a hopeful perspective and confidence in the brands' activities. The findings indicate that environmental sustainability efforts are significant in building brand loyalty among consumers and forming an emotional connection between the brand and the consumer, thus gaining a competitive advantage.

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Is sustainability advertising just a public relations stunt?

Abstract: Here we assess how sustainability advertising and sustainability performance have changed across UK companies, and determine if sustainability advertising is used as a public relations stunt, or if it is proportionate to sustainability action.

Cited by 2 publications

References 13 publications

Vote, Tweet, Campaign, Repeat: Using Twitter to predict environmental voting intentions

Vote, Tweet, Campaign, Repeat: Using Twitter to predict environmental voting intentions

Communicating With Consumers in Environmental Sustainability Advertising

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