ABSTRACT This study examines how socio‐demographic variables are associated with postexposure responses to a social marketing campaign promoting the United Nations (UN) Sustainable Development Goals. Perceived effectiveness was measured using four indicators which participants assessed after viewing a video: attitudes toward (a) the advertisement, (b) the sponsoring brand issuing the sustainability message (here, the UN) and (c) sustainability, as well as (d) sustainable behavior intention. A single‐exposure posttest design study was conducted with 690 participants from a Spanish university community, who viewed a viral sustainability campaign. The study analyzed whether responses varied according to gender, age, educational level, and income, as well as the interaction effects among these variables. The results suggest that gender is the most consistent differentiating factor, whereas age and educational level show more limited or selective effects and income shows little evidence of a main effect. Overall, the findings indicate that sustainability communication may benefit from adapting messages to audience profiles in specific institutional contexts. This work contributes context‐specific evidence from a university community and draws on established theoretical frameworks to interpret audience heterogeneity in SDG‐oriented communication.
Grijalvo et al. (Sun,) studied this question.