Presentation Schedule
Nature Imagery and Textual Information in Sustainable Marketing (108505)
Session Chair: Shelley Margaret Hannigan
Wednesday, 11 November 2026 14:00
Session: Session 3
Room: Room B (4F)
Presentation Type:Oral Presentation
With consumers more concerned about environmental issues, there is a growing need for companies to communicate their efforts in environmental sustainability. This include incorporating images of natural environments and textual information on sustainable practices in their advertisements. The aim of this study is to examine the effectiveness of such imagery of nature and textual information in advertisements. In this study, 1,099 respondents were distributed across 4 groups. In the control group, respondents were exposed to an advertisement of a fictitious brand of sports shoes on a black background. In the remaining three experimental groups, the respondents were shown the same advertisement with either a nature backdrop only, textual information on sustainable practices in the manufacture of the sport shoes only or both nature backdrop and textual information. Respondents were then asked to indicate their perception of quality and purchase intention of the sports shoes. A one-way between-groups analysis of variance was conducted to examine the effect of nature imagery and textual information on perception of quality and purchase intention of the sports shoes. There was a statistically significant difference across the groups for both perception of quality (F(3, 1095) = 9.02, p < .001) and purchase intention (F(3, 1095) = 14.01, p < .001). Post-hoc comparisons using the Tukey test indicated that the mean score for the experimental group with both imagery and textual information was significantly higher than all other groups. This suggests that the use of both nature imagery and textual information can influence consumer behaviour positively.
Authors:
Ho Keat Leng, National Tsing Hua University, Taiwan
About the Presenter(s)
Dr Leng Ho Keat is currently an Assistant Professor at National Tsing Hua University in Taiwan.
Connect on ResearchGate
https://www.researchgate.net/profile/Ho_Keat_Leng
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