Comunicação Persuasiva na Internet por meio do YouTube: É Possível Aumentar a Preocupação Ambiental e o Envolvimento do Consumidor com a Sustentabilidade?

• Main Authors: Nascimento, Ernandes Rodrigues do, Freitas-da-Costa, Marconi, Oliveira, Karla Karina de
• Format: Article
• Language: English
• Published: Universidade Federal da Paraíba 2015-06-01
• Series: Teoria e Prática em Administração
• Subjects: persuasive communication; environmental concern; consumer engagement; sustainable consumption
• Online Access: http://periodicos.ufpb.br/ojs2/index.php/tpa/article/view/20254/13543

The aim of this study was to identify the relationship between persuasive communication and consumer engagement with sustainability. A experiment was conducted to measure the relationship between persuasive communication and environmental concerns and consumer engagement with sustainability. It was identified that the participants of the research had consumer environmental concern and were involved with sustainable consumption. However, the hypothesis was not confirmed, persuasive communication presented in a video on YouTube showed no significant relationship with environmental concern, as with consumer engagement with sustainability.