University of Twente Student Theses
Bringing Nature’s Touch to the Digital Context: Exploring the Impact of Biophilic Design on Sustainability Perceptions in Social Media Advertisements
Wojtun, M.N. (2024) Bringing Nature’s Touch to the Digital Context: Exploring the Impact of Biophilic Design on Sustainability Perceptions in Social Media Advertisements.
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| Abstract: | Bringing Biophilic Design (BD) elements into urban environments has gained significant attention from scientific literature and marketers seeking to create more sustainable and appealing spaces. However, as social media (SM) marketing continues to grow exponentially, it becomes critical to explore whether the benefits associated with incorporating natural elements into physical environments can be extended to the digital context. This research investigates the individual and synergistic effects of BD elements (water and natural daylight) on sustainability perceptions in SM advertising within the skincare industry. It aims to illuminate how digital representations of BD elements can enhance the appeal of perceived sustainability regarding skincare products, offering insights into effective digital marketing strategies in a competitive market landscape. A total of 208 participants were engaged in a 2x2x2 factorial experiment, which utilised a survey to investigate the effects of natural daylight and water imagery on sustainability perceptions of the advertised skincare product. Individual’s pro-environmental beliefs were serving as the moderating variable. The results indicated that while individual BD elements (presented separately) positively influenced sustainability perceptions, their combination did not increase this effect. Participants with pro-environmental beliefs consistently induced higher sustainability perceptions, but these beliefs did not interact significantly with the presence of the biophilic elements in altering sustainability perceptions. The study’s findings provide practical advice for marketers and designers, revealing that biophilic advertising in a digital context enhances sustainability perceptions of organic skincare products. It highlights the necessity of tailoring BD elements to resonate with consumer environmental values for enhanced marketing success. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98513 |
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