SUSTAINABLE MARKETING : EVALUATING THE IMPACT OF PRODUCT VS IMAGE AND HEDONICA VS UTILITARIAN MESSAGE ON BRAND ATTITUDE

Tarigan, Ruth Srininta (2024) SUSTAINABLE MARKETING : EVALUATING THE IMPACT OF PRODUCT VS IMAGE AND HEDONICA VS UTILITARIAN MESSAGE ON BRAND ATTITUDE. [UNSPECIFIED]

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Abstract

Purpose: This study aims to unpack the intricate dynamics of consumer response in marketing by evaluating the impact of product vs. country image and hedonic vs. utilitarian messages on brand attitude. The primary goal is to contribute insights into sustainable marketing strategies, especially in the context of the globalized market. Study design/methodology/approach: The research employed an experimental design, utilizing a fictitious chocolate brand to assess the influence of different messages, images, and sustainability reports on consumer attitudes. Self-administered questionnaires are used to collect data, and multiple linear regression is applied for analysis while controlling for age, geographical location, and socioeconomic status. Findings: The results revealed that product/country image was significant in shaping brand attitude. However, the study uncovers a non-significant relationship between hedonic/utilitarian messages and brand attitude. The introduction of sustainability labels demonstrates a notable impact on consumer responses, with non-sustainable labels adversely affecting product image compared to country image. Originality/value: This study contributes valuable insights into sustainable marketing strategies, shedding light on the moderating role of brand sustainability in shaping consumer attitudes. The findings provide a nuanced understanding of the interplay between image, message framing, and sustainability, offering practical implications for marketers. The originality lies in the comprehensive exploration of these factors in a globalized market context. Research limitations/implications: While the research enhances our understanding of sustainable marketing, it is essential to acknowledge certain limitations. The focus on a fictitious chocolate brand and a specific geographic location (Indonesia) may limit the generalizability of the findings. Future research should explore diverse product types and include participants from different countries to mitigate potential biases.

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