From Appeal to Ethics: The Affective Transfer of Execution Elements on Children’s Socially Responsible Consumption Attitude

Abstract

This research aims to demonstrate the effect of citizen communication on children's awareness of socially responsible consumption (SRC). By synthesizing literature on Socially Responsible Consumption and advertising creativity, we propose a conceptual model analyzing the influence of Public Service Announcement (PSA) posters on children's attitudes towards the poster itself and towards socially responsible consumption. To test this model, we conducted a qualitative study with 23 children, which allowed us to design a PSA poster incorporating execution elements adapted to their cognitive abilities. Subsequently, a quantitative questionnaire-based study was carried out with 470 children aged 8 to 11 years. The statistical results show that while execution elements generate a favorable attitude towards the poster, the impact on SRC is indirect, occurring via an affective transfer from the attitude towards the poster to the attitude towards SRC. These results have led to the formulation of managerial recommendations for companies and public authorities, thus contributing to the construction of a more responsible and sustainable society.