Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness

Purpose The growing concern around sustainability highlights the need to change individual consumption behaviour. Using evolutionary theory, the purpose of this paper is to present a framework that demonstrates the process by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP). Design/methodology/approach The framework was tested using partial least squares analysis with data from an online survey of 237 consumers. Findings Ultimate motives influence the SCMP through a mediating relationship, via a consumer’s sustainable consumption attitude and behaviour. The perceived sense of urgency around sustainability issues and the consumer’s connection to nature were also identified as key moderators that impact relationships between ultimate motives and consumers’ sustainability attitudes and behaviours. Research limitations/implications Future research could explore the impact of other factors, such as values, social norms, culture and governmental regulations, on individuals’ reactions to sustainability marketing. Practical implications The findings indicate the importance for managers to grasp the multifaceted nature of ultimate motives. By heightening particular ultimate motives, marketers can steer individuals towards sustainable attitudes and behaviours, consequently increasing the probability of favourable reactions to sustainable consumption messages. Originality/value This study addressed the two main limitations of research into SCMP by providing a theoretical grounding and focusing on the drivers of consumer behaviour, instead of campaign messaging aspects (e.g. framing). The empirical analysis, including identifying interactions between ultimate motives, supports the use of evolutionary theory to explain SCMP.