The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand

Abstract

Purpose

This study examined whether marketing an apparel product via an advertisement with a sustainability vs a conventional message would affect consumer perception of the brand's CSR image and their attitude toward the brand.

Design/methodology/approach

An online experiment via a posttest-only between-group design with random assignment was administered with a college student sample from a large northeastern university in the US.

Findings

Exposure to an advertisement with a sustainability message had a direct effect on the brand's CSR image, which mediated the relationship between advertisement exposure and (1) perceived brand innovativeness and (2) consumer-brand identification. CSR image positively predicted brand innovativeness, consumer-brand identification and attitude toward the brand. Prior attitude toward sustainable apparel was a significant moderator between advertisement exposure and (1) CSR image and (2) consumer-brand identification.

Originality/value

This study is among the first to test the effects of apparel advertising with a sustainability message on the relationship between consumer and the brand. Study findings contribute to industry knowledge by elucidating the potential effects of an apparel ad with a sustainability message on a brand's CSR image and innovativeness as well as consumer identification with and attitude toward the brand.

Citation

Lee, Y. and Lin, C.A. (2022), "The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand", Corporate Communications: An International Journal, Vol. 27 No. 2, pp. 388-403. https://doi.org/10.1108/CCIJ-05-2021-0051