Sustainability advertising: literature review and framework for future research

Rathee, Shelly; Milfeld, Tyler

doi:10.1080/02650487.2023.2175300

Cited by 13 publications

(5 citation statements)

References 127 publications

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“…This finding contrasts with previous studies that demonstrated the effects of sustainability signals on the symbolic emotional value of a fashion brand. However, previous studies have also found that individual factors, such as consumer intrinsic values, could interfere with these effects (Currás‐Pérez et al, 2018; Diddi et al, 2019; Kim & Sullivan, 2019; Rathee & Milfeld, 2024). Hence, further research should incorporate individual differences to examine these underlying effects.…”

Section: Discussionmentioning

confidence: 99%

“…This is especially relevant when information cannot be easily accessed otherwise or when it is not visible to individuals. In this way, using sustainability cues as a signal has been shown to positively affect consumer attitudes toward sustainable goods (Dunham, 2011; Rathee & Milfeld, 2024; Sigurdsson et al, 2022; Williams & Hodges, 2022). Such cues may even evoke affective perceptions of product qualities (Cowan & Guzman, 2018; Gong et al, 2020; Wagner et al, 2018).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…In addition, the current research explores the moderating role of fashion style when examining the influence of environmental versus social sustainability cues on brand attitudes. "Sustainability cues", defined as pieces of information that signal the sustainability benefit of a fashion item, increase the sustainability perception of a fashion brand (Rathee & Milfeld, 2024;Wagner et al, 2018). Certifications, visual logos, written labels, and phrasing are often used as sustainability cues (Jaeger & Weber, 2020;Sigurdsson et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…“Sustainability cues”, defined as pieces of information that signal the sustainability benefit of a fashion item, increase the sustainability perception of a fashion brand (Rathee & Milfeld, 2024; Wagner et al, 2018). Certifications, visual logos, written labels, and phrasing are often used as sustainability cues (Jaeger & Weber, 2020; Sigurdsson et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…In fashion consumption, brand relationships and attitudes have been found to be influenced by brand value perceptions, namely, emotional, social, and functional values (McNeill & Venter, 2019; Miller et al, 2017; Williams & Hodges, 2022). Although various studies have indicated a perceived conflict for consumers between sustainability and fashionability, which negatively influences brand value dimensions (Henninger, 2015; Wang et al, 2023), other studies have concluded that sustainable properties may actually add value to the brand (Lee et al, 2020; Park & Lin, 2020; Rathee & Milfeld, 2024). However, to date, only a few studies have investigated the effects of different sustainability aspects (i.e., environmental vs. social benefits) in the context of perceived value for branded clothing (Busalim et al, 2022; Currás‐Pérez et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

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“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between‐subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend‐based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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Going green to repair damaged self‐concept: The interplay of self‐deficit and benefit appeals on green consumer behavior

Kim

2024

J of Consumer Behaviour

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This research is an empirical investigation of the interaction effect between self‐deficit and benefit‐appeal message framing upon subsequent environmental sustainability decision‐making. Based on the self‐discrepancy theory, the current research demonstrates that behavioral intentions that encourage environmental sustainability could serve as a means of compensating for the self‐deficit appraisal. Two online experiments empirically test that self‐deficit moderated the effect of benefit‐appeal (self vs. other) on ad evaluation and purchasing intention toward an environmentally sustainable brand. In particular, Study 1 demonstrated that when in a self‐deficit state, self‐benefit appeals are more effective than altruistic other‐benefit appeals in enhancing positive advertising evaluation and purchase intention toward a brand that advocates environmental sustainability. On the other hand, the opposite pattern was captured when self‐deficit was minimized. Study 2 replicated these findings using a different brand, confirming the interaction effect between self‐deficit and benefit appeal, and further investigated whether consumers' positive ad evaluation mediates the interaction effect of benefit appeals and self‐deficit on purchase intention. The findings also offer managerial implications recommending that advertisers and marketers tailor their ad messaging to match consumers' desires and wants.

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Developing CSR communication strategies to increase sustainable behaviors from the perspective of spiritual capital

Lee

2024

Corp Soc Responsibility Env

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Many companies pursue sustainability and rely on communication to convince consumers of their sustainability efforts. This study examines the impact of corporate sustainable communication strategies from the perspective of spiritual capital. Results indicate that communication framed in strength, personal well‐being, and mobilizability positively affects consumers' trust and sustainable behavior intentions through perceived spirituality. This study also clarifies gender differences. It offers a simple yet rigorous theoretical framework to evaluate sustainable communication strategies. The conceptualization and development of these measures is an important step for future studies that evaluate sustainable communication effects. To our knowledge, this study is the first attempt to explore the dimensions of perceived spirituality and evaluate their roles in sustainable communication. It finally offers practical suggestions for business sustainable communication strategies.

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Sustainability advertising: literature review and framework for future research

Cited by 13 publications

References 127 publications

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Going green to repair damaged self‐concept: The interplay of self‐deficit and benefit appeals on green consumer behavior

Developing CSR communication strategies to increase sustainable behaviors from the perspective of spiritual capital

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