Sustainable advertising and brand engagement: the role of consumer minimalism and scepticism

Abstract

Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to perceived sustainable advertising activities, brand engagement, brand reputation, and mindful consumption. In order to do so, Based on an online survey of 700 Egyptian customers of an FMCG brand conducted from February to April 2024, we empirically investigated and validated our proposed conceptual framework. These findings can provide managers with valuable insights into the essential operational dynamics of perceived sustainable advertising activities, underscoring their vital role in enhancing brand engagement.