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An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators

Author

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  • Syed Hassan Raza

    (Department of Communication Studies, Bahauddin Zakariya University, Multan 66000, Pakistan)

  • Umer Zaman

    (Endicott College of International Studies, Woosong University, Daejeon 34606, Korea)

  • Moneeba Iftikhar

    (Department of Mass Communication, Lahore College for Women University, Lahore 54000, Pakistan)

  • Owais Shafique

    (Department of Islamic and Conventional Banking, Institute of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan)

Abstract

Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals’ perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic.

Suggested Citation

  • Syed Hassan Raza & Umer Zaman & Moneeba Iftikhar & Owais Shafique, 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:2:p:791-:d:482586
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    Cited by:

    1. Xiaozhe Hui & Syed Hassan Raza & Sanan Waheed Khan & Umer Zaman & Emenyeonu C. Ogadimma, 2023. "Exploring Regenerative Tourism Using Media Richness Theory: Emerging Role of Immersive Journalism, Metaverse-Based Promotion, Eco-Literacy, and Pro-Environmental Behavior," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    2. Ji Li & Qianhong Su & Hong Zhu & Wei Sun & Ying Zhang, 2023. "How international immigrants engage in sustainable entrepreneurship in their host countries? The moderating effects of collectivistic cultural values," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1244-1257, May.
    3. Syed Hassan Raza & Umer Zaman & Paulo Ferreira & Pablo Farías, 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction," IJERPH, MDPI, vol. 18(10), pages 1-24, May.

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