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Publication
Brands driving social change: the impact of social brand activism on consumers pro-social and pro-environmental attitudes
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Authors
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
Publisher
Taylor & Francis