Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand

Sustainability is not only at the forefront of the mainstream brands\u2018 agenda. Many luxury brands already engage in sustainability actions, either launching sustainable versions of their products or develop \u201cresponsible luxury\u201d strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e. self-benefit) and those that deliver societal benefit (i.e. others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely mainstream versus luxury, on consumers\u2019 reactions toward new sustainable products. The results of the experiment indicate that consumers\u2019 purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the message is focused on \u201cothers-benefit\u201d instead of \u201cself-benefit\u201d, consumers\u2019 attitude toward a new sustainable product increases for a luxury brand. On the other hand, consumers\u2019 attitude toward a new sustainable product decreases when the message is \u201cothers-benefit\u201d for a mainstream brand