This study examines how consumers process green advertising emotionally and cognitively, focusing on how sustainability knowledge and attitudes shape perceptions of sustainability messages. Analyzing 220 pre- and post-exposure survey responses to a circularity-themed fashion brand video advertising, findings show positive effects on brand-related outcomes, including engagement, trust, and favorability toward brand.
SENSE AND SENSIBILITY IN SUSTAINABILITY: HOW KNOWLEDGE AND EMOTIONS ELABORATE GREEN ADVERTISING MESSAGES TOWARDS BRAND OUTCOMES
Elena Cedrola;Marta Giovannetti;Paola Signori
2026-01-01
Abstract
This study examines how consumers process green advertising emotionally and cognitively, focusing on how sustainability knowledge and attitudes shape perceptions of sustainability messages. Analyzing 220 pre- and post-exposure survey responses to a circularity-themed fashion brand video advertising, findings show positive effects on brand-related outcomes, including engagement, trust, and favorability toward brand.File in questo prodotto:
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Descrizione: SENSE AND SENSIBILITY IN SUSTAINABILITY: HOW KNOWLEDGE AND EMOTIONS ELABORATE GREEN ADVERTISING MESSAGES TOWARDS BRAND OUTCOMES
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