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Examining Nostalgic Advertising Effectiveness in Sustainable Food Consumption Behavior

In: Nostalgia Marketing

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  • Marco Pichierri

    (University of Bari “Aldo Moro”)

Abstract

Few studies have so far scrutinized the relationship between nostalgic advertising and sustainable consumption, and those that exist have reporting mixed and conflicting results. Thus, this Chapter investigates the aforementioned relationship, with specific reference to sustainable food consumption. The findings of three experimental studies reveal that: i) a nostalgic (vs. non-nostalgic) advertisements may favor the purchase of non-sustainable (vs. sustainable) products; ii) this mechanism stems from the nostalgic advertisement heightening consumers’ focus on the past, thus lowering their intention to purchase a sustainable food product; iii) the indirect effect of the nostalgic advertisement on consumers’ intention to purchase sustainable food does not depend on the product type (i.e., utilitarian vs. hedonic).

Suggested Citation

  • Marco Pichierri, 2023. "Examining Nostalgic Advertising Effectiveness in Sustainable Food Consumption Behavior," Springer Books, in: Nostalgia Marketing, chapter 0, pages 95-116, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-20914-7_4
    DOI: 10.1007/978-3-031-20914-7_4
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