Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

Abstract: In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. However, they are likely to be heavily influenced by social media and peers, which makes them a receptive target for advertisers’ deceptive strategies. To achieve success, advertisements must be trustworthy and appeal to the target audience either emotionally or rationally. Sustainability labels like the EU Eco-label fosters consumer trust. Hence, our research will focus on the impact of sustainability message appeals on deceptiveness in laundry detergents and the influence of certifications in product advertising on customer deceptiveness.The purpose of this study is to examine the impact of sustainability messages on perceived deceptiveness of laundry detergents. Moreover, it explores the relationship between emotional and rational appeals and consumer behaviour, with a focus on trust, deceptiveness and purchasing intentions. Accordingly, the study was conducted on consumers to see how theyperceive emotional and rational advertisement. The findings will guide managers and entrepreneurs to effectively market cleaning products for enhanced sustainability perception and transparency. The study has employed a deductive approach, utilising a quantitative research design. Data was collected through a survey from 299 participants, aged 18-30, representing diverse European backgrounds. The collected data was analysed by using a moderated mediation approach, allowing for a comprehensive examination of the relationships between sustainability message appeals, deceptiveness, and the influence of certifications in product advertising. The research showed that consumers may be misled by emotional sustainability appeals in laundry detergent advertising, hence the intention to purchase decreases. Nevertheless, it was revealed that rational appeals and third-party certifications such as EU Ecolabel positively influenced perceived sustainability and purchase intention. The study also found that gender had no significant moderating impact, while sustainability awareness moderated the relationship between deception and purchase intention in emotional appeals.