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The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

1
Departamento de Industrias, Universidad Técnica Federico Santa María, Valparaíso 2090123, Chile
2
Mason School of Business, The College of William and Mary, Williamsburg, VA 23186, USA
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Author to whom correspondence should be addressed.
Academic Editors: Ainsworth Bailey, Aditya Shankar Mishra and Mojisola Tiamiyu
Sustainability 2021, 13(8), 4083; https://doi.org/10.3390/su13084083
Received: 1 February 2021 / Revised: 19 March 2021 / Accepted: 24 March 2021 / Published: 7 April 2021
(This article belongs to the Special Issue Green Advertising Impact on Consumer Behavior)
Consumer awareness about environmental problems is important in guiding their purchasing decisions. The aim of this research is to validate the moderating effect of environmental concern in two relationships: between celebrity–brand congruity and attitudes toward the brand and, between celebrity–brand congruity and purchase intentions, specifically when consumers are exposed to green advertising including a celebrity endorser. The data were collected via an online survey with young North American and Chilean people. Structural equation modeling was used to test hypotheses in both samples. The results show that the only endorser characteristic relevant to the model is celebrity–brand congruity and its relationship with environmental concern (β = 0.23 for North Americans and β = 0.35 for Chileans with p < 0.05). In conclusion, the consumers evaluate congruence between celebrity and brand based on their concern about environment, then consider brand ethicality, and later brand credibility, which generates an attitude toward the brand and purchase intention. Therefore, identifying the consumers environmental concern is key to developing an effective advertisement with an appropriate celebrity. This research helps to understand the green-marketing literature in a more detailed way, due to this moderating variable capable of enhancing purchase intentions of consumers. View Full-Text
Keywords: environmental concern; moderator effect; green advertising; consumer behavior; structural equation modeling; purchase intention environmental concern; moderator effect; green advertising; consumer behavior; structural equation modeling; purchase intention
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MDPI and ACS Style

Cespedes-Dominguez, C.; Fernandez-Robin, C.; McCoy, S. The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues. Sustainability 2021, 13, 4083. https://doi.org/10.3390/su13084083

AMA Style

Cespedes-Dominguez C, Fernandez-Robin C, McCoy S. The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues. Sustainability. 2021; 13(8):4083. https://doi.org/10.3390/su13084083

Chicago/Turabian Style

Cespedes-Dominguez, Constanza, Cristobal Fernandez-Robin, and Scott McCoy. 2021. "The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues" Sustainability 13, no. 8: 4083. https://doi.org/10.3390/su13084083

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