Exploring the Impact of Sustainable Media Campaigns on Consumer Behavior

Abdul Saleem, Dr. Sanya Shahid, Dr. Muhammad Waqas Rana and Asadullah Lakho
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Abdul Saleem: Lecturer, Department of Business Administration, Indus University, Karachi, Pakistan
Dr. Sanya Shahid: Adjunct Faculty, Faculty of Management Sciences, SZABIST, Karachi, Pakistan
Dr. Muhammad Waqas Rana: Assistant Professor, Department of Business Administration, Iqra University, Karachi, Pakistan
Asadullah Lakho: Senior Lecturer, Department of Business Administration, Iqra University, Karachi, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 2, 811-824

Abstract: This research investigates the complex dynamics of sustainable consumer behavior through a comprehensive analysis of sustainable media campaigns. The purpose is to contribute to the understanding of the impact of sustainable media campaigns on consumer behavior, drawing upon insights from previous studies. Utilizing a quantitative approach, the research employs surveys and statistical analyses to unravel the complexities surrounding sustainable consumer behavior. The methodology includes a reliability analysis to confirm the internal consistency of the survey instrument, factor analysis to reveal distinct components, and regression analysis to identify significant predictors. A sample size of 424 was collected using Convenience sampling method selecting employed individuals who were most conveniently accessible but possessed knowledge of sustainability, marketing, consumer behavior, and media campaign functions in their respective organizations. The findings showcase the nuanced factors influencing sustainable consumer behavior, encompassing sustainable positioning, psychological factors, and promotional strategies. Regression analysis identifies significant predictors (SP1, PF1, PS1), collectively explaining approximately 64.9% of the variance in sustainable consumer behavior. The originality lies in the integration of past research findings, providing a comprehensive perspective on sustainable media campaigns' impact. The value lies in offering practical insights for marketers, policymakers, and organizations to optimize sustainable media campaigns and foster positive changes in consumer behavior towards sustainability.

Keywords: Sustainable consumer behavior; Sustainable media campaigns; Psychological factors; Promotional strategies; Consumer attitudes; Sustainability (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:2:p:811-824

DOI: 10.61506/01.00396

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