Going green at the point of sale: Application of digital technologies and message framing to promote sustainable consumption

Abstract

More sustainable food consumption and production could make a significant contribution to reducing greenhouse gas emissions and protecting natural resources. Nevertheless, the market shares of “green” products are still low. This cumulative dissertation aims to increase green consumption by exploring different marketing communication strategies. Article I shows that Point-of-Sale technologies such as digital signage and augmented reality can draw consumers' attention to sustainable products and increase their sales. Article II focuses on the formulation of advertisement messages and suggests that their credibility is a central driver for buying intentions. Since specifically formulated environmental benefits are perceived as particularly credible, their use is the most promising. The third article proves the effectiveness of a newly developed form of green advertisements aiming at increasing both the perceived customer orientation and environmental responsibility of a company. Article IV tests an information app to educate consumers about the sustainability of products and shows that a simple and credible 'sustainability index' is most effective in shaping behavior