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Communicating Environmental CSR : The Influence of Spatial Distance, Message Appeal, and Concreteness of Message on Consumer Perception
Dalen, J.H. van (2022) Communicating Environmental CSR : The Influence of Spatial Distance, Message Appeal, and Concreteness of Message on Consumer Perception.
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| Abstract: | Throughout the years, consumers’ interest in the CSR of organizations has increased. However, research into CSR with a focus on the planet is still limited. Therefore, this study tries to explore how different textual elements of an environmental CSR message on social media influence consumer perceptions toward the brand. This study uses a 2 x 2 x 2 experimental design to investigate how spatial distance (near vs far), message appeal (emotional vs rational), and concreteness of message (symbolic vs substantial) influence an environmental CSR message on Instagram by measuring attitude toward the brand, trust toward the brand, purchase interest, and online engagement. Additionally, environmental concern was added as a covariate. The findings did not show significant effects of spatial distance, message appeal, and concreteness of message on the environmental CSR message. However, a significant positive effect was found between environmental concern and purchase interest. Thus, a high environmental concern leads to an increase in purchase interest. This study contradicts previous research and challenges current the literature available. The findings provide some practical insights for communication professionals, by highlighting the importance of knowing the environmental concern of your target group. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/92772 |
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