A PRESENÇA DO APELO SOCIOAMBIENTAL EM TÍTULOS DE CAPITALIZAÇÃO PREMIÁVEIS: UMA ANÁLISE DA ATITUDE DO CONSUMIDOR EM DIREÇÃO À SUSTENTABILIDADE
Palavras-chave:
Atitude do Consumidor, Comunicação Persuasiva, Apelo Socioambiental, Título de Capitalização Premiável, SustentabilidadeResumo
Este estudo teve como objetivo verificar a influência do apelo socioambiental como argumento persuasivo e do endosso de celebridades congruentes com o produto na atitude do consumidor em relação a títulos de capitalização premiáveis, no contexto da sustentabilidade. A pesquisa foi conduzida por meio de uma abordagem quantitativa e de orientação positivista, com base em um estudo experimental, com o intuito de identificar relações de causa e efeito entre os construtos analisados. Os principais resultados indicaram que, isoladamente, tanto o apelo socioambiental quanto o endosso de celebridades congruentes com o produto influenciam positivamente a atitude do consumidor em relação ao produto. No entanto, a combinação desses dois estímulos em um único anúncio não resultou em um impacto positivo na atitude do consumidor. As contribuições do estudo se concentram na articulação entre discussão teórica e pesquisa empírica, destacando o potencial do marketing empresarial, especialmente quando utiliza mensagens persuasivas de cunho pró-social, para fomentar atitudes favoráveis à sustentabilidade por parte dos consumidores.
Downloads
Referências
AJZEN, I.; FISHBEIN, M.. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, v. 84, n. 5, p. 888–918, 1977.
AJZEN, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, v. 50, p.179-211, 1991.
ALBERT, N., AMBROISE, L.; VALETTE-FLORENCE, P. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, v. 81, p. 96–106, 2017.
ARMITAGE, C. J.; CONNER, M. Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, v. 40, n. 4, p. 471–499, 2001.
BAUMGARDNER, M. H.; LEIPPE, M. R.; RONIS, D. L.; GREENWALD, A. G. In search of reliable persuasion effects: II. Associative interference and persistence of persuasion in a message-dense environment. Journal of Personality and Social Psychology, v. 45, n. 3, p. 524–537, 1983.
BOHNER, A.; DICKEL, P. Attitudes and attitude change. Annual Review of Psychology,v. 62, p. 391-417, 2011.
BOLTON, L. E.; MATTILA, A. S. How does corporate social responsibility affect consumer response to service failure in buyer-seller relationships? Journal of Retailing, v. 91, n. 1, p. 140-153, 2015.
BROWN, TOM J.; PETER, D. The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, v. 61 (January), p. 68–84, 1997.
CARLSON, B. D.; SUTER, T. A.; BROWN, T. J. Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, v. 61, n. 4, p. 284–291, 2008.
CARLSON, A. et al. Human Brands in Sport: Athlete Brand Personality and Identification. Journal of Sport Management, v. 27, p. 193-206, 2013.
COSTA, M. F.; PATRIOTA, A. L; ANGELO, C. F. Propagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do brand equity de um celular Samsung. REGE - Revista de Gestão, v. 24, n. 3, p. 268–280, 2017.
COZBY, P. C.; BATES, S.C. Methods in behavioral research, Boston, MA: McGraw Hill Higher Education, 11th ed., 2012.
CHEN, C.; LIN, Y.; HSIAO, C. Celebrity endorsement for sporting events using classical conditioning. International Journal of Sports Marketing and Sponsorship, v. 13, p. 209-219, 2012.
CHEONG, Y.; KIM, K. The Interplay Between Advertising Claims and Product Categories in Food Advertising: A Schema Congruity Perspective. Journal of Applied Communication Research, v. 39, n. 1, p. 55–74, 2011.
DONAVAN, D. T.; JANDA, S.; MAXHAM, J. G. Identification and Aftermarket Personalization with Durable Goods. Psychology & Marketing, v. 32, n. 6, p. 611–623, 2015.
FLECK, N.; KORCHIA, M.; LE ROY, I. Celebrities in Advertising: Looking for Congruence or Likability? Psychology & Marketing, v. 29, n. 9, p. 651–662, 2012.
GONÇALVES-DIAS, S.; TEODÓSIO, A. S. Controvérsias em Torno do Consumo e da Sustentabilidade: Uma Análise Exploratória da Literatura. Amazônia, Organizações e Sustentabilidade, v. 1, p. 61-77, 2012.
GLOBALWEBINDEX. Share of worldwide internet users who find brands or products through celebrity endorsements as of 1st quarter 2017, by age group. Retrieved April 9, 2018 from https://www.statista.com/statistics/407838/celebrity-endorsement-brand-discovery-online-age/.
HAGGER, M. S.; CHATZISARANTIS, N. L. D. First- and higher- order models of attitudes, normative influence, and perceived behavioural control in the theory of planned behaviour. British Journal of Social Psychology, v. 44, p. 513-535, 2005.
IRLAND, L. C. Wood Producers Face Green Marketing Era: Environmentally Sound Products. Wood Technology, v. 120, p. 34-40, 1993.
KAHLE, L.; HOMER, P. Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. Journal of Consumer Research, v. 11, p. 954-61, 1985.
KAMINS, M. A. An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, v. 19, n. 1, p. 4–13, 1990.
KAPLAN, K. J.; FISHBEIN, M. The source of beliefs, their saliency, and prediction of attitude. The Journal of Social Psychology, v. 78, n. 1, p. 63–74, 1969.
KEEL, A.; NATARAAJAN, R. Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychology & Marketing, v. 29, n. 9, p. 690–703, 2012.
KEH, H. T.; JUN, P. Customer Reactions to Service Separation. Journal of Marketing, v. 74, n. 2, p. 55-70, 2010.
KELTING, K.; RICE, D. Should We Hire David Beckham to Endorse our Brand? Contextual Interference and Consumer Memory for Brands in a Celebrity's Endorsement Portfolio. Psychology & Marketing, v. 30, p. 120-138, 2013.
KNOLL, J.; MATTHES, J. The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, v. 45, n.1, p. 55–75, 2016.
LUCHS, A. et al. The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing, v. 74, p. 34-48, 2010.
KAMINS, M. A.; BRAND, M. J.; HOEKE, S. A.; MOE, J. C. Two-sided versus one-sided celebrity endorsements: The impact of advertising effectiveness and credibility. Journal of Advertising, v. 18, p. 4-10, 1989.
MCNAMARA, K. Publicising private lives: celebrities, image control and the reconfiguration of public space. Social & Cultural Geography, v. 10, n. 1, p. 9-23, 2009.
MACKENZIE, S. B.; LUTZ, R. J.; BELCH, G. E. The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, v. 23, n. 2, p. 130-143, 1986.
MAIO, G. R.; OLSON, J. M. Relations between Values, Attitudes, and Behavioral Intentions: The Moderating Role of Attitude Function. Journal of Experimental Social Psychology, v. 31, n. 3, p. 266-285, 1995.
MISRA, S.; BEATTY, S. E. Celebrity spokesperson and brand congruence. Journal of Business Research, v. 21, n. 2, p. 159-173, 1990.
MURANKO, Z.; ANDREWS, D.; CHAER, I.; NEWTON, E. J. Circular economy and behaviour change: Using persuasive communication to encourage pro-circular behaviours towards the purchase of remanufactured refrigeration equipment. Journal of Cleaner Production, v. 3, p. 170-188, 2019.
NEUMANN, L. J.; MORGENSTERN, O. Theory of games and economic behavior. New Jersey, USA: Princeton University Press Princeton, 1947.
NOUSHEEN, A.; YOUSUF, Z.; WASEEM, M.; KHAN, S. A. Education for sustainable development (ESD): Effects of sustainability education on pre-service teachers’ attitude towards sustainable development (SD). Journal of Cleaner Production, v. 2, p. 25-33, 2019.
PAUL, J.; MODI, A.; PATEL, J. Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, v. 29, p. 123-134, 2016.
PARK, H.; KIM, Y. Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, v. 29, p. 114-122, 2016.
PRAKASH, G.; PATHAK, P. Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, v. 141, p. 385-393, 2017.
Prakash, G. et al. Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, v. 50, p. 163-169, 2019.
PORTOCARRERO, H. Títulos de capitalização e poupança financeira. Revista Conjuntura Econômica, v. 62, n. 5, p. 64-67, 2008.
SHADISH, W. R.; COOK, T. D.; CAMPBELL, D. T. Experimental and quasi-experimental designs for generalized causal inference. Houghton, Mifflin and Company, 2002.
SMOL, M.; AVDIUSHCHENKO, A.; KULCZYCKA, J.; NOWACZEK, A. Public awareness of circular economy in southern Poland: Case of the Malopolska region. Journal of Cleaner Production, v. 197, p. 1035-1045, 2018.
SUÁREZ-EIROA, B. et al. Operational principles of Circular Economy for Sustainable Development: Linking theory and practice. Journal of Cleaner Production, 2019.
TABACHNICK, B. G.; FIDELL, L. S. Experimental designs using ANOVA. Pacific Grove, CA: Duxbury Press, 2006.
THOMSON, M. Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities. Journal of Marketing, v. 70, n. 3, p. 104-119, 2006.
XU, X.; PRATT, S. Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, v. 35, n.7, p. 958-972, 2018.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2026 Revista Interdisciplinar de Gestão Social
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Esta obra está licenciada sob uma Licença Creative Commons Attribution 4.0.
