Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?

Valentina Carfora () and Patrizia Catellani
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Valentina Carfora: Department of Psychology, Catholic University, 20123 Milan, Italy
Patrizia Catellani: Department of Psychology, Catholic University, 20123 Milan, Italy

Sustainability, 2022, vol. 14, issue 23, 1-21

Abstract: We aimed to understand how to promote innovative technology in the sustainable fashion market. The case study was the advertisement of a feminine bag with a chain coated using a new technology. We invited 550 women to read an Instagram post. In the control condition, the post only described the new technology. In the informational condition, the post emphasized the resistance and durability of the bag. In the transformational condition, the post emphasized the innovativeness and exclusivity of the bag. In the sustainability condition, the post emphasized the low environmental impact of its production. Results showed that the sustainability advertisement was the most persuasive in terms of consumers’ involvement, systematic processing, and intention to buy the bag. In addition, reference to the functional benefits was an effective strategy to promote purchasing intention when consumers were interested in novelty and high quality, and when engaged in shopping for fun and enjoyment.

Keywords: innovativeness; fashion; sustainability appeal; transformational appeal; informational appeal (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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