Repository logo
 
Loading...
Thumbnail Image
Publication

Brands driving social change: the impact of social brand activism on consumers pro-social and pro-environmental attitudes

Use this identifier to reference this record.

Advisor(s)

Abstract(s)

Despite its newness, brand activism is an increasingly studied field, given the consecutive adoption of this strategy by large international brands. However, the concrete impacts of brand activism actions, particularly in terms of promoting social change (for example, by promoting attitudes in favor of society and the environment on the part of company stakeholders, such as consumers), have not yet been categorically determined. Moreover, there is also still little research on the possible factors affecting this relationship, namely regarding the emotional processes that can mediate it. In this way, this article investigates the impact of social brand activism on consumers’ pro- social and pro-environmental attitudes, and the possible mediating effect of moral elevation, analyzing the brand activism of a Portuguese retail brand. The results showed that social brand activism can directly affect the pro-social and pro-environmental attitudes of consumers. Likewise, social brand activism has indirect impacts on the pro-social and pro-environmental attitudes of this group of stakeholders, through the mediating role of moral elevation. Thus, this study allows for a better understanding of the phenomenon of brand activism and the way this strategy can contribute to generating positive social and environmental changes.

Description

Keywords

Brand activism Pro-social Pro-environment attitudes Social change

Citation

Miguel, A., & Miranda, S. (2025). Brands driving social change: The impact of social brand activism on consumers pro-social and pro-environmental attitudes. International Journal of Strategic Communication. https://doi.org/10.1080/1553118X.2025.2504466

Research Projects

Organizational Units

Journal Issue

Publisher

Taylor & Francis

Collections

Altmetrics