Sustainability | |
Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention | |
Mirjam Visser2  Valentin Gattol3  Rosan van der Helm2  Marc A. Rosen1  Panayiota Alevizou1  Caroline J. Oates1  | |
[1]Department of Design Engineering, Faculty of Industrial Design Engineering, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands | |
[2] E-Mail | |
[3]Department of Design Engineering, Faculty of Industrial Design Engineering, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands | |
[4] E-Mail: | |
[5]Department of Product Innovation Management, Faculty of Industrial Design Engineering, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands | |
[6] E-Mail: | |
关键词: marketing of sustainable products; sustainability; double filter; buying decision; linked benefit; fashion; product image; | |
DOI : 10.3390/su7078420 | |
来源: mdpi | |
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【 摘 要 】
Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still underexplored. Combining personal and environmental benefits, called double benefit theory, is promoted as an effective green marketing strategy but so far not supported by quantitative research as being effective to reach mainstream consumers. We studied the effect of advertisement elements (layout color, benefit type, and heritage) on the products’ perceived sustainability, quality and fashion image, and buying intentions of mainstream consumers. Two hundred adults participated in a study that was based on a 2 (red
【 授权许可】
CC BY
© 2015 by the authors; licensee MDPI, Basel, Switzerland.
【 预 览 】
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RO202003190010358ZK.pdf | 276KB | ![]() |