Celebrities Go Sustainable! the Effects of Source Credibility and Ethicality Fit on Brand Perception, Attitude, and Purchase Intention

Jiyun Kang, Texas State University, San Marcos
Woo Jin Choi, University of Seoul
Although these days sustainable products are more popular, sales remain low. We investigate how to select celebrities who will effectively market these sustainable products. The results show that source trustworthiness and source ethicality fit affect brand credibility and brand ethicality and in turn, positively influence consumer attitudes toward sustainable products.
[ to cite ]:
Jiyun Kang and Woo Jin Choi (2014) ,"Celebrities Go Sustainable! the Effects of Source Credibility and Ethicality Fit on Brand Perception, Attitude, and Purchase Intention", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 790-790.