Sustainability Advertising and Consumer Feedback: Insights from Arçelik’s ‘Designed with Love’ Campaign

Creative Commons License

Aydoğan H., Ay S.

PIONEER AND INNOVATIVE STUDIES IN SOCIAL, HUMAN AND ADMINISTRATIVE SCIENCES, Osman Yılmaz, Editör, All Sciences Academy, Ankara, ss.431-450, 2024

  • Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
  • Basım Tarihi: 2024
  • Yayınevi: All Sciences Academy
  • Basıldığı Şehir: Ankara
  • Sayfa Sayıları: ss.431-450
  • Editörler: Osman Yılmaz, Editör
  • Akdeniz Üniversitesi Adresli: Evet

Özet

Sustainability has become a critical focus for brands aiming to position themselves as environmentally responsible brands and build a sustainable brand image. This study examines consumer perceptions of Arçelik, a Turkish brand recognized among the World's 100 Most Sustainable Companies, through its 2021 advertising campaign “İyiliği Aşkla Tasarlar” (“Designed with Love”). The research explores how Arçelik's sustainability advertising efforts are interpreted by consumers, using thematic analysis of YouTube comments and semi-structured interviews with eight participants. Data were analyzed using MAXQDA 2020 software to identify key themes. Findings reveal significant gaps in understanding the concept of sustainability, with a notable discrepancy between YouTube commenters' positive views and interviewees' lack of trust in the brand’s sustainability claims. While the advertisement received high praise for its aesthetic appeal, it failed to influence participants' attitudes or behaviors towards sustainability. This study highlights the challenges in effectively communicating sustainability through advertising and the complexities of consumer belief systems in fostering a sustainable brand image.


//


Keywords – Sustainability Advertising, Consumer Responses, Arçelik, YouTube Comments, Semi-Structured Interview