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The sustainability communication challenge : two-sided message framing and virtual reality to tackle the self promoting paradox

Accerbi, Francesca; Aannestad, Torkel
Master thesis
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URI
http://hdl.handle.net/11250/2560020
Date
2018
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  • Master Thesis [3384]
Abstract
Although consumers have proven to be increasingly appreciative of companies’

responsibility efforts, sustainability communication toward them is not a widespread

practice because of its paradoxical effects on consumers’ skepticism. In this thesis, we

aimed to investigate effective and innovative ways that companies can use to communicate

their sustainability initiatives to consumers. In particular, we tested the effects that twosided

message framing has on consumers, when they are exposed to a sustainability

advertisement through virtual reality. We carried on our study by creating two VR

advertisements which we submitted to consumers by conducting a field experiment. The

analysis of the data collected did not support our thesis that two-sided message framing has

a positive effect on consumer behavior, nor that virtual reality as a channel improves such

communication. However, our results confirmed the hypothesis that consumer behavior

benefits from corporate responsibility communication in general, which increases

consumers’ brand attitude, purchase intention and evaluation of the company’s

sustainability efforts.

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