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.

Solicitud de embargo por publicación en revista indexada. / Es usual encontrar la presencia de la industria de la moda en las redes sociales. Instagram es una de estas y las marcas hacen esfuerzos por generar un vínculo con sus seguidores. Las interacciones que sus posts generen, tales como likes y comentarios, son una manera de lograrlo. Existen diversas estrategias para conseguir interacciones por parte de los usuarios, una de ellas es el lenguaje publicitario; es decir, el empleo del mensaje emocional, racional o mixto, que puede darse tanto en imágenes como en descripciones de texto. Sin embargo, a pesar de los estudios realizados acerca del lenguaje publicitario emocional y racional, aún existen discrepancias sobre la relación entre el uso de un determinado tipo de lenguaje publicitario y las características de las interacciones producidas en redes sociales como Instagram. El presente trabajo analiza la influencia de los tipos de lenguaje empleados en los posts de Instagram en el tipo de interacciones que estos generan, tomando como caso de investigación la marca de moda peruana PerroLoco. / It is usual to find the presence of the fashion industry on social networks. Instagram is one of these and brands make efforts to create a tie with their followers. The interactions their posts generate, such as likes and comments, are one way to achieve it. There are various strategies to get interactions, one of them is the advertising language; that is, the use of the emotional, rational or mixed message, which can occur both in images and in text descriptions. However, despite the studies carried out on emotional and rational public language, there are still discrepancies on the relationship between the use of a certain type of public language and the characteristics of the interactions produced on social networks such as Instagram. This work analyzes the influence of the types of language used in Instagram posts on the type of interactions they generate, taking the Peruvian fashion brand PerroLoco as a case of study. / Trabajo de investigación

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