The Brand as an Example for Sustainability: The Impact of Brand Activism on Employee Pro-Environmental Attitudes

Alexandra Miguel () and Sandra Miranda
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Alexandra Miguel: Centre for Research and Studies in Sociology (CIES-ISCTE), Iscte-University Institute of Lisbon, 1649-026 Lisbon, Portugal
Sandra Miranda: LIACOM, Laboratório de Investigação Aplicada em Comunicação e Média (ESCS-IPL), School of Communication and Media Studies (ESCS-IPL), 1549-014 Lisbon, Portugal

Sustainability, 2024, vol. 16, issue 15, 1-18

Abstract: The impact of companies’ social strategies, such as corporate social responsibility (CSR) and brand activism, on corporate advantages like economic and reputational gains has been well documented in the literature. However, research becomes scarcer regarding the broader impacts of these social strategies, namely the promotion of attitudes in favor of society and the environment on the part of company stakeholders. Furthermore, there is still little research on the variables that can mediate this impact, particularly at an identity and emotional level. To cover this gap, this article aims to study the impact of environmental brand activism on employee pro-environmental attitudes, and the possible mediating effects of identification with the organization and moral elevation by analyzing the brand activism of a Portuguese retail company. The results showed that environmental brand activism can directly affect the pro-environmental attitudes of employees and have also indirect impacts on the pro-environmental attitudes of this group of stakeholders, but only through the mediating role of identification with the organization, thus contributing to a better perception of the potential of brand activism to promote social change and sustainable development.

Keywords: environmental brand activism; pro-environmental attitudes of employees; retail sector; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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