Consumer agency and sustainability perceptions: comments on home appliances advertising on Instagram
Consumer agency and sustainability perceptions: comments on home appliances advertising on Instagram
Author(s): Eliza Bachega CasadeiSubject(s): Social Sciences, Media studies, Communication studies, Management and complex organizations, Sociology of Culture, Environmental interactions, Marketing / Advertising, Business Ethics
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; consumer agency; consumption; Instagram; sustainability
Summary/Abstract: This article examines the roles of symbolic, material, and competence agencies as reflected in consumer comments on Electrolux’s sustainability campaigns on Instagram, and how these agencies shape consumer perceptions of the brand’s environmental responsibility. Drawing on the theoretical and methodological foundations of Content Analysis, the study reveals that communications promoting technological innovations that facilitate sustainable practices – without demanding significant changes to consumers’ daily habits – are better received. In contrast, campaigns urging more active changes in daily practices face resistance and generate substantial backlash, including accusations of greenwashing. This study underscores the importance of balancing technological innovation with culturally sensitive communication strategies that resonate with consumers’ socio-cultural contexts and personal agency.
Journal: Communication Today
- Issue Year: 16/2025
- Issue No: 1
- Page Range: 190-204
- Page Count: 31
- Language: English
