Pro-environmental behaviors, sustainable advertising, and persuasion theory : a qualitative study on brands as an gent of change
No Thumbnail Available
Authors
Meeting name
Sponsors
Date
Journal Title
Format
Thesis
Subject
Abstract
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI SYSTEM AT REQUEST OF AUTHOR.] The purpose of this study was to explore existing research on sustainable advertising and pro-environmental behaviors through a persuasion theory lens. Climate scientists agree: current consumption rates are a human activity that impact climatewarming trends. Therefore, sustainability in advertising, behavior, and consumption are potential human activities that can help reverse this trend. This study sought to add to the body of knowledge on the application of persuasion theory on pro-environmental behaviors and sustainable advertising by exploring green demarketing's potential as a sustainable advertising appeal. Green demarketing encourages reduced consumption for the sake of the environment. This study produced deeper insights into 18- to 24-yearolds' attitudes, processing and behaviors in regard to green demarketing appeals. The research found that persuasion theory can recognize and measure the drivers of behavioral change in green demarketing appeals; that 18- to 24-year-old individuals want to engage in green demarketing appeals; and that green demarketing is a valid sustainable advertising strategy. Bringing initial in-depth understandings to green demarketing as a strategy of sustainable advertising provided empirical evidence for the need for more research into the intersection of green demarketing, mindful consumption and sustainability.
Table of Contents
DOI
PubMed ID
Degree
M.A.
Thesis Department
Rights
Access to files is restricted to the campuses of the University of Missouri