An online neuromarketing study was conducted in Italy and Finland to assess how different populations perceive sustainable advertising of eco-fashion brands on social media.
The sample was selected among young Millennials from two countries expressing several cultures, the Nordic and the Mediterranean. While participants viewed a series of social media posts, eye movements and emotions were recorded using eye tracker and facial coding respectively.
The results showed a trend shared by Finnish and Italian Millennials: sustainable ADV was seen sooner (Time to first fixation) and for longer (Time Viewed).
In particular, in the 'green' post participants looked at the caption explaining why the fashion item could be considered sustainable, after viewing the image accompanying the post.
Few negative emotions were observed while participants viewed the 'green' post in both Italy and Finland. Interestingly, negative emotions were lower in Italy than in Finland.
This shows that sustainable ADV has a significant impact on users' attitudes toward marketing stimulus in the younger generations in both Italy and Finland. Italians, contrary to stereotypes, are very sensitive to this issue.
The research, conducted by the BrainSigns team in collaboration with Dr Myriam Caratù (UNINT), was published in Italian Journal of Marketing.
Cite
Caratù, M., Cherubino, P., Menicocci, S. et al. Does sustainable communication have an impact on international social media audiences? A neuromarketing explorative study between Finland and Italy. Ital. J. Mark. (2023). https://doi.org/10.1007/s43039-023-00086-z
