Rational and Normative Advertising in Ecological Purchasing: A Quasi-experimental Analysis of Persuasion on Consumption and Attitudes

Environmental degradation has spurred growing interest in research on ecological consumption. In this context, ecological advertising plays a key role in shaping strategies that promote sustainable consumption, given its influence on human behavior. This study explored the persuasive effects of advertising on purchase intentions and attitudes toward ecological consumption among women in Bogotá, Colombia. The messages were designed following the central route of the Elaboration Likelihood Model (ELM), combined with appeals to subjective norms. A panel-type study was conducted with a sample of 160 women from middle socioeconomic backgrounds over a 12-week period, using a quasi-experimental design with repeated pretest-posttest measures and a control group. Participants were exposed to graphic advertisements featuring rational messages (central route) and appeals to family values (subjective norms) to assess the impact on purchasing behavior, intentions, and attitudes toward ecological consumption. The results revealed a positive effect of advertising on the purchase of ecological products, as well as improvements in participants’ attitudes, beliefs, intentions, and engagement in other pro-environmental practices. The study also discusses its limitations and offers recommendations for applying the findings to encourage ecological consumption and sustainable behaviors.