The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand

Purpose: This study examined whether marketing an apparel product via an advertisement with a sustainability vs a conventional message would affect consumer perception of the brand's CSR image and their attitude toward the brand. Design/methodology/approach: An online experiment via a posttest-only between-group design with random assignment was administered with a college student sample from a large northeastern university in the US. Findings: Exposure to an advertisement with a sustainability message had a direct effect on the brand's CSR image, which mediated the relationship between advertisement exposure and (1) perceived brand innovativeness and (2) consumer-brand identification. CSR image positively predicted brand innovativeness, consumer-brand identification and attitude toward the brand. Prior attitude toward sustainable apparel was a significant moderator between advertisement exposure and (1) CSR image and (2) consumer-brand identification. Originality/value: This study is among the first to test the effects of apparel advertising with a sustainability message on the relationship between consumer and the brand. Study findings contribute to industry knowledge by elucidating the potential effects of an apparel ad with a sustainability message on a brand's CSR image and innovativeness as well as consumer identification with and attitude toward the brand.