In Pro-Environmental Social Appeals, Just One Tip Drives Sustainable Behaviors

In Pro-Environmental Social Appeals, Just One Tip Drives Sustainable Behaviors

  • JOURNAL OF ADVERTISING RESEARCH
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Summary

Brands, nonprofits and social media influencers that are environmentally conscious often post tips to promote sustainable behaviors. Can one tip work as well, or even better than several tips? It depends on the audience’s level of concern about the environment, and the perceived authenticity of the source, new research finds.

Author bios:

Matthew Pittman (pittman@utk.edu) is an Assistant Professor of Advertising in the Tombras School of Advertising and Public Relations at the University of Tennessee, Knoxville. His research interests include sustainability campaigns, social media and information processing.

Tyler Milfeld (tyler.milfeld@villanova.edu) is the Michelle and Sean Traynor ’91 Assistant Professor of Marketing at Villanova University. He primarily studies corporate social responsibility advertising and message design. Before his academic career, Milfeld worked in various marketing and sales roles for four leading consumer goods companies.

Kibum Youn (kyoun1@vols.utk.edu) is a doctoral candidate in the Tombras School of Advertising and Public Relations at the University of Tennessee Knoxville. His research interests include personalized advertising, social media advertising, and social marketing.