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

2025-06-30Research article Open access
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datacite.subject.fosCiências Sociais::Ciências da Comunicação
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorMiguel, Alexandra
dc.contributor.authorMiranda, Sandra
dc.date.accessioned2025-07-02T09:41:56Z
dc.date.available2025-07-02T09:41:56Z
dc.date.issued2025-06-30
dc.description.abstractDespite 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.eng
dc.identifier.citationMiguel, 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
dc.identifier.doihttps://doi.org/10.1080/1553118X.2025.2504466
dc.identifier.eissn1553-1198
dc.identifier.issn1553-118X
dc.identifier.urihttp://hdl.handle.net/10400.21/21941
dc.language.isoeng
dc.peerreviewedyes
dc.publisherTaylor & Francis
dc.relation.hasversionhttps://www.tandfonline.com/doi/full/10.1080/1553118X.2025.2504466
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBrand activismen
dc.subjectPro-socialen
dc.subjectPro-environment attitudesen
dc.subjectSocial changeen
dc.titleBrands driving social change: the impact of social brand activism on consumers pro-social and pro-environmental attitudespor
dc.typeresearch article
dspace.entity.typePublication
oaire.citation.titleInternational Journal of Strategic Communication
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameLopes Miranda
person.givenNameSandra Marisa
person.identifier.ciencia-id681E-05F5-C887
person.identifier.orcid0000-0002-5544-5942
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication.latestForDiscovery9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba

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