Date of Award
Spring 2023
Degree Name
Bachelor of Science (BS)
Advisor(s)
Yuliya Komarova
Abstract
The research presented below aims to answer the following question: How does consumer-centric (or non-consumer-centric) focused messaging motivate positive consumer attitudes towards the brand and the product, and, specifically, how does this differ between the social and environmental sectors of ESG? Based on prior research, it was hypothesized that the most persuasive manipulation of consumer brand perception and interaction would be consumer-centric environmental initiatives and non-consumer-centric social initiatives. What was observed was the direct opposite effect. Though an insignificant variation in consumer brand interaction was observed across the study, consumer brand perception was most motivated by non-consumer-centric environmental initiatives and consumer-centric social initiatives. The most effective social efforts were taken locally to the consumer, while the most influential environmental efforts were taken locally to the place of product sourcing. Results were found through a sample of 110 Fordham students and do not claim to be representative of the general public, though it is a base for further research in the realm. Study two aimed to research whether this pattern remained consistent based on the product's nature. The question at its focus was: Does product nature (on-body vs. not on-body) affect the consumer attitude trends of effective consumer-local social messaging and non-local environmental messaging? Magrnal significant data resulted from this study, but nothing of scientific significance within the 95% confidence interval of this research to contribute towards its conclusions. In addition to the suggestion of studies with different samples, further routes for future research include questioning why the cross-effect is observed, what factors may alter the relationship established in this research, and exploration of other types of marketing that are more effective to motivate consumers in one sector of ESG than another.
Recommended Citation
Roberts, Daven, "How Social vs. Environmental Initiatives Motivate Consumer Perception" (2023). Gabelli School of Business Honors Thesis Collection. 12.
https://research.library.fordham.edu/gabelli_thesis/12
