The Role of Organizational Perception, Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness

Abstract

Previous academic research into how consumers evaluate advocacy advertising identified many possible paths involving potentially reflexive effects on how people perceive an advocacy advertising sponsor, the advocated issue and themselves. This paper has examined one possible scenario within this complicated phenomenon: that of advertising advocating a specific environmental consumer action, recycling. In the specific context of this study, structural equation modelling demonstrated clear causal relationships among consumer perceptions of the recycling advertisements’ sponsoring organization, consumer self-efficacy and perceived consumer effectiveness of complying with the advocated issue (recycling behaviour). These factors were shown to impact specific advocacy advertising goals (termed message effectiveness in this study) such as behavioural intention toward the advocated recycling issue and perceived changes in how consumers evaluate the sponsoring organization.