Communicating corporate social and environmental responsibility is beneficial from a company perspective; however, the advantages for consumers have not yet been sufficiently clarified.

This study examines the perceived benefit of sustainable consumption from a consumer perspective. Communicating corporate social and environmental responsibility is beneficial from a company perspective; however, the advantages for consumers have not yet been sufficiently clarified. We investigated consumers’ perceptions of two dimensions of well-being as the identified benefit of sustainability. We conducted an experiment (N = 815) to examine the influence of different advertisements on social–environmental and emotional well-being while considering the moderating role of consumers’ value orientation. The results revealed that information about sustainability attributes had a significant effect on social–environmental well-being, while the emotionality of the communication had a significant effect on emotional well-being. These effects were moderated by consumers’ value orientation: social–environmental well-being increased with biospheric–altruistic value orientation and emotional well-being increased with self-enhancement value orientation.

Institution

International Conference on Tourism and Business (ICTB), Division Sustainability and Consumer Behaviour

Link zur Konferenz

Team

Dr. Friederike Vinzenz
Prof. Dr. Werner Wirth
Prof. Dr. Julianna Priskin
Dr. Sindhuri Ponnapureddy
Prof. Dr. Timo Ohnmacht

Drittmittel

Schweizer Nationalfonds (SNF)

Veranstaltungsdatum

31. August - 1. September 2017

Funktion

Referentin und Erstautorin
researcher, sprecker, participant