DIFFERENCES IN RESPONSES TO SUSTAINABILITY COMMUNICATION BETWEEN CONSUMERS FROM TURKEY VS. UAE

Date

2025-8-28

Author

Altındaş, Ege

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This thesis examines the impact of sustainability-themed advertisements on consumer perceptions and behavioral responses in a cross-cultural context. The research is based on an experimental design conducted in samples from Turkey and the United Arab Emirates (UAE). The primary objective of the study is to reveal the effects of environmental and economic benefit-focused advertising frames on purchase intention and credibility, and to examine how these effects are shaped by variables such as sustainability awareness, environmental attitudes, susceptibility to interpersonal influence, attitudes toward the ad, and local and global identity. Data was collected from 400 participants via a questionnaire. Participants were exposed to either environmental or economic benefit-framed advertisements. Purchase intention and credibility perceptions were then measured. The findings indicate that advertisements highlighting environmental benefits generate higher credibility, while economic benefit frames increase purchase intention. Sustainability awareness and environmental attitudes were higher in the Turkish sample, while susceptibility to interpersonal influence and a consumption culture based on luxury consumption were more pronounced in the UAE sample. Additionally, the moderating effects of local-global identity orientation and general attitudes toward advertising on advertising perceptions were revealed. The results demonstrate that cultural context should not be ignored in sustainability communication and suggest that advertising strategies should be designed with consideration of country-specific identity orientations, values, and consumption dynamics. In this respect, the study contributes to the green consumer behavior literature and provides guidance for marketing practitioners and policymakers in developing effective sustainability strategies within a culturally diverse environment.

Subject Keywords

Advertising Influence, Consumer Attitudes, Green Marketing, Sustainability Awareness, Turkey–UAE

URI

https://hdl.handle.net/11511/117348

Collections

Northern Cyprus Campus, Thesis