209
Chapter Title
The Effect of Celebrity Endorsements and Political Identity in Sustainability Advertising
Book Title
Studies on Social and Education Sciences 2022
Chapter Author(s)
Jung Hwa Choi, Tae Rang Choi
Editors
Dr. Suzanne El Takach, Dr. Omer Tayfur Ozturk
ISBN
978-1-952092-37-4
Pages
166-192
Chapter Highlights
- Celebrities are increasingly entering public discussions about climate change as advocates, experts and spokespeople.
- This study examines which kinds of celebrities are more effective at endorsing environmentally friendly behaviors, like purchasing green products.
- Specifically, we test how political ideology of the celebrity and environmental concern of the consumer interact to influence perceptions of the endorser, attitude toward the ad and purchase intent.
- To develop the experimental stimuli, a pretest was carried out to determine which celebrities, which product category, and which green claims should be included in the ad. In addition, to assess whether the celebrities framed in the advertisements were indeed perceived as intended, a manipulation check was conducted.
- We find that Democratic celebrities are deemed most effective at endorsing green products (i.e., higher fit for green products, higher celebrity trustworthiness, higher attitude toward the advertising, and higher purchase intention); this relationship is augmented among environmentally concerned consumers, for whom Republican endorsers are ineffective.
- Among those low in environmental concern, celebrity ideology has no impact.
Citation
Choi, J. H. & Choi, T. R. (2022). The Effect of Celebrity Endorsements and Political Identity in Sustainability Advertising. In S. El Takach & O. T. Ozturk (Eds.), Studies on Social and Education Sciences 2022 (pp. 166-192). ISTES Organization.
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