Green makes it feels good: Articulating the euphoria appeal of sustainable consumption through social-media conversations

Research output: Contribution to conferencePaper

Abstract

Green products tend to be expensive and have questionable benefits—what is their allure for consumers? This paper seeks to better understand the consumption of green products and the part played by advertising from consumers’ own perspectives as articulated through their social-media conversations. Using netnography, it investigates consumer-to-consumer communications on social-media sites around Naked Juice and Innocent Smoothies—two products heavily reliant on green imagery, sustainability, and all-natural ingredients claim in their marketing communications. Findings suggest that using green imagery and euphoria appeals in advertisements and product labels help to cultivate the products’ virtuous image which affords consumers a sense of well-being, guilt-avoidance, and positive self-image. The study also demonstrates how consumers’ moral intuition and cultural frames may lead to idealization or skepticism of advertisers’ claims. Implications for advertising research, practice, and policy over the use of green imagery and euphoria appeals are discussed.
Original languageEnglish
Publication statusPublished - 21 Jun 2013
EventICA 2013 - 63rd Annual International Communication Association Conference: Challenging Communication Research - London, United Kingdom
Duration: 17 Jun 201321 Jun 2013
https://convention2.allacademic.com/one/ica/ica13/

Conference

ConferenceICA 2013 - 63rd Annual International Communication Association Conference
Country/TerritoryUnited Kingdom
CityLondon
Period17/06/1321/06/13
Internet address

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