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
Signori P.
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.
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