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Attractive or Credible Celebrities: Who Endorses Green Products Better?

İrem Eren Erdoğmuş · Hadi Salari Lak · Mesut Çiçek

45 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Environmental Sustainability in Business Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

The aim of this study is to measure the impact of celebrity endorsement type (celebrity credibility and attractiveness) and product type (for durable and non-durable product) on attitude towards green advertisement. For this purpose, a 2x2 between subjects factorial design experimental study was utilized. Two different product categories refrigerator (durable) and milk (non-durable) and two different types of celebrities Hülya Avşar (Attractive) and Şener Şen (Attractive) were selected. In order to test the study a Two-Way Factorial ANOVA analysis was used. The results indicated there was a main effect of both product and celebrity type on the attitude towards advertising. In addition, the results indicated that credibility and attractiveness of a celebrity did matter for different types of products. Attitude toward green advertisement increased when the celebrity was credible for milk (nondurable product), and higher for attractive celebrity in refrigerator (durable product).

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1951The Influence of Source Credibility on Communication Effectiveness 1997ATTITUDES AND ATTITUDE CHANGE 2017Communication And Persuasion 1999Celebrity Endorsement: A Literature Review 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1954Communication and persuasion 1979Endorser Effectiveness by Product Type

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