Generational Celebrity Endorsement for Sustainable Consumption: Psychological Responses and Behavioral Outcomes across Consumer Segments

Abstract

Celebrity endorsement has become a traditional means of advertising but has now transformed itself into a powerful mechanism of social influence that can influence consumers' perception of their environment, appraisal of products and sustainable consumption. The credibility, authenticity, attractiveness, environmental commitment and celebrity–brand congruence of celebrities can be different among different generations of consumers. The purpose of this study is to examine celebrity endorsement effects on psychological reactions and behavior with a Generational Celebrity Sustainable Consumption Framework (GCSCF), applicable to four generations (Generation Z, Millennials, Generation X and Baby Boomers). The framework draws on Source Credibility Theory, Theory of Planned Behavior, Stimulus–Organism–Response theory and perceived authenticity and brings them together within one framework of analysis. The mediators between celebrity endorsement and behavioral outcome are 5 psychological constructs (credibility, authenticity, environmental identification, emotional engagement and sustainable attitude). The framework also includes the consideration of generational identity as a moderator as well as the distinctions between purchase intention, sustainable choice, willingness to recommend and actual behavioral commitment. The four generational segments are analysed, 1,200 responses from consumers are taken into consideration and compared with non-celebrity sustainability communication. The outcomes of the benchmarking showed that the communication of the celebrities has a positive impact on the sustainable attitudes and intentions to act more than the conventional communication, and is the strongest one among Generation Z and Millennials. The proposed model will not only enable to reach sustainable development campaigns with more realistic and credible celebrity involvement, but also to develop more responsible production and consumption that will align with SDG 12.It would also help to promote SDG 12, which will seek more responsible consumption and production, as well as provide an “ingredient” type solution for developing “realistic” and “credible” campaigns around sustainable development led by celebrities.