Effects of Brand Priming on Sustainable Consumption Attitudes and Behaviors

Yurteri, Sidar
Research on factors affecting sustainable consumption tends to focus on enduring factors like personality traits, value orientations, and demographics. Little research has examined situational factors, such as marketing stimuli, which may promote or inhibit sustainable consumption. The present research attempts to understand how brand priming affects sustainable consumption attitudes and behaviors. Priming is a term that describes how a given unconscious stimulus affects subsequent psychological states and behaviors, such as decision-making. Within this scope, brand priming deals with how mere exposure to a brand can elicit behavioral changes and attitudes in response to the brand exposure. Effects of brand priming on various consumption behaviors have been examined; however, there is no research examining the effects of brand priming on sustainable consumer attitudes and behaviors. This research attempts to fill this gap by conducting two experiments. In the first experiment, subjects were primed with a luxury brand concept to test whether materialistic values could be activated and, in turn, affect sustainable consumption attitudes and behaviors. In the second experiment, subjects were primed with a sustainability positioned brand information to test whether altruistic values could be activated and, in turn, affect sustainable consumption attitudes and behaviors. The first experiment demonstrated that priming with luxury brands activated materialistic values, which decreased sustainable consumption attitudes and behaviors. The second experiment demonstrated that priming with a sustainability positioned brand concept activated altruistic values, which increased sustainable consumption attitudes and behaviors. Implications of these results for theory and practice, as well directions for future research are discussed.


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Citation Formats
S. Yurteri, “Effects of Brand Priming on Sustainable Consumption Attitudes and Behaviors,” M.S. - Master of Science, Middle East Technical University, 2021.