Sustainable Advertising and Brand Engagement: The Role of Consumer Minimalism and Scepticism

Hesham Dinana; Farbod Fakhreddin; Reza Marvi; Donato Massi

doi:10.1080/02650487.2025.2530914

Sustainable Advertising and Brand Engagement: The Role of Consumer Minimalism and Scepticism

Hesham Dinana, Farbod Fakhreddin, Reza Marvi^*, Donato Massi

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

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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.

Original language	English
Number of pages	37
Journal	International Journal of Advertising
Early online date	22 Jul 2025
DOIs	https://doi.org/10.1080/02650487.2025.2530914
Publication status	E-pub ahead of print - 22 Jul 2025

Bibliographical note

Copyright © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (https://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.

Keywords

Sustainable advertising activities
brand engagement
brand reputation
mindful consumption
sustainability

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10.1080/02650487.2025.2530914Licence: CC BY-NC-ND 4.0

Sustainable advertising and brand engagement the role of consumer minimalism and scepticism
Copyright © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (https://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
Final published version, 2.26 MBLicence: CC BY-NC-ND 4.0

Cite this

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title = "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.",

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Sustainable Advertising and Brand Engagement: The Role of Consumer Minimalism and Scepticism

Abstract

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Keywords

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