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Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors

Author

Listed:
  • Ritesh Jain

    (School of Advertising, Marketing, and Public Relations, QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, QLD 4000, Australia)

  • Edwina Luck

    (School of Advertising, Marketing, and Public Relations, QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, QLD 4000, Australia)

  • Shane Mathews

    (School of Advertising, Marketing, and Public Relations, QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, QLD 4000, Australia)

  • Lisa Schuster

    (School of Advertising, Marketing, and Public Relations, QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, QLD 4000, Australia)

Abstract

Effective communication strategies are vital to educating consumers about sustainable behaviors given that environmental problems such as climate change are a result of excessive human activities. This study examined the suitability of using anthropomorphic characters (i.e., spokescharacters) in environmental communication and investigated traits that make them persuasive communicators in promoting sustainable behaviors. Using the Source Credibility Model and Matchup Hypothesis as theoretical lenses, this study explored spokescharacter traits that can enhance their persuasiveness, particularly their ability to influence consumers’ recycling attitudes and behavioral intentions. An online questionnaire was administered to 314 U.S consumers recruited through Amazon’s MTurk platform. Research hypotheses were tested using Structural Equation Modelling. The results show that spokescharacter traits such as likability, expertise, and relevance positively influence spokescharacter trustworthiness, which in turn enhances the recycling attitudes and recycling intentions of consumers. Overall, the results suggest that spokescharacters can be effective communicators to promote sustainable behaviors like recycling. Theoretical and practical implications are offered, and future research directions are outlined.

Suggested Citation

  • Ritesh Jain & Edwina Luck & Shane Mathews & Lisa Schuster, 2022. "Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:335-:d:1014806
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    References listed on IDEAS

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