Breaking the mold with effective communication: how social initiatives enhance a brand's social perception and catalyze pro-environmental and purchase intentions

Abstract

Purpose

The purpose of this study is to fill the research gap by investigating the impact of brand social initiatives on both the warmth and competence dimensions of the brand, as well as examining the brand's potential to induce pro-environmental behavioral change among consumers.

Design/methodology/approach

The study employed a scenario-based survey design and surveyed 415 consumers in India. The data were analyzed using structural equation modeling (SEM) with SmartPLS 4.0.

Findings

The results show that social initiatives enhance both dimensions of social perception and increase cooperative intentions. Brand competence is more crucial than warmth in predicting behavioral intentions. Brand-cause fit, CSR commitment and initiatives' impact all influence the brand image. A brand's commitment to the cause is more significant than brand-cause fit in determining how consumers evaluate a brand.

Practical implications

This research provides insights into how social initiatives can enhance brand image and encourage helping intentions through effective communication traits. It can aid brands in building consumer trust, benefiting society and boosting finances. The study offers a framework for effective cause communication strategies, highlighting the importance of commitment to the cause over fitting with the brand's image to elicit desired responses.

Originality/value

This study is a novel attempt that uses the stereotype content model and costly signaling theory to explore how social initiatives influence a brand's warmth and competence and impact consumer behavior. It provides critical insights into the psychological mechanisms behind social initiatives' impact on consumer behavioral intentions.

Citation

Surira, M.D., Zakkariya, K.A. and Sajid, M. (2024), "Breaking the mold with effective communication: how social initiatives enhance a brand's social perception and catalyze pro-environmental and purchase intentions", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 3, pp. 678-696. https://doi.org/10.1108/APJML-04-2023-0323