University of Twente Student Theses
The Effect of Traditional vs. Neoteric Celebrity Sustainable Brand Messages on Environmental Self-Identity: an Application of Self-Congruence Theory
Lu, Ching-En (Rachel) (2024) The Effect of Traditional vs. Neoteric Celebrity Sustainable Brand Messages on Environmental Self-Identity: an Application of Self-Congruence Theory.
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| Abstract: | Customers and brands are eager to become more environmentally friendly. Celebrities and influencers are used to convey sustainable messages. However, do the types of celebrity impact consumer attitudes toward the brand (AttB), buying intentions (BI), and electronic word of mouth (eWOM) differently? This study examines the relationships between sustainability messages promoted by the brand only or traditional celebrities or influencers. The relationship is mediated by the perceived congruence with people's environmental self-identity (ESI) and moderated by green advertising scepticism (GAS) on the AttB, BI, and eWOM. The online survey with a single factor between-subject design received 155 valid observations. This study conducted one-way ANOVA, independent sample t-test, mediation, and moderating analyses to test the hypothesis while confirming the model assumptions. The main findings are: (a) Celebrity endorsements have a pronounced impact on BI. (b) The ESI congruence between customers and traditional celebrities leads to greater AttB and eWOM. (c) GAS does not always negatively influence AttB and BI since it could be associated with greater AttB and eWOM, demonstrating that customers are well-informed and knowledgeable about environmental statements. The outcomes complement the existing literature with a diverse understanding of celebrity endorsement, GAS, and customers' ESI congruence with green advertising. |
| 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/97942 |
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