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FRANCESCA BERGIANTI
Assegnista di ricerca
Dipartimento di Comunicazione ed Economia
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Pubblicazioni
2024
- The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality
[Articolo su rivista]
Grappi, Silvia; Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria
abstract
The debate about which communication strategies are most effective for inducing consumers to behave sustainably remains open, despite growing attention on more sustainable forms of fashion consumption. To further this understanding, we investigate the effectiveness of positive and negative message framing in promoting sustainable fashion consumption, where the beneficial versus detrimental environmental consequences of choosing second-hand clothing were highlighted. Across two experiments, positively framed messages were more effective than negatively framed ones in prompting consumers to engage in sustainable fashion consumption. Elevation was the anticipated emotion responsible for this effect, while consumers’ subjective beliefs about the ethicality of advertising messages promoting sustainable consumption served as a moderator. We discuss the theoretical and managerial implications of this research together with its limitations and directions for future research.
2023
- How different types of communication affect ethical consumption: The role of psychological consumer empowerment
[Relazione in Atti di Convegno]
Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia
abstract
2023
- How government eco-exemplarity influences sustainable consumption
[Relazione in Atti di Convegno]
Bergianti, Francesca; Parguel, Béatrice
abstract
2023
- I do it (also) for me: a qualitative study on the identity aspects underlying consumption on second-hand fashion apps
[Relazione in Atti di Convegno]
Bergianti, Francesca; Venturini, Alice
abstract
2021
- Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands
[Articolo su rivista]
Gabrielli, V.; Baghi, I.; Bergianti, F.
abstract
This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency. Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.
2021
- Feeling good by wearing sustainable: Advancing the well-being paradigm in sustainable consumption practices
[Relazione in Atti di Convegno]
Bergianti, Francesca; Grappi, Silvia; Gabrielli, Veronica; Baghi, Ilaria
abstract
Consumers are paying more and more attention to the negative effects of their consumption choices, and they are increasingly adopting sustainable consumption practices. Previous research has shown they are driven not only by altruistic and ethical motives, but also by the need to feel good. Through the perspective of individual well-being, this paper aims to explore and identify the main elements underlying consumers’ sustainable practices related to fashion products. A qualitative study based on the photo elicitation technique was developed. Findings showed three main categories through which consumers experience well-being as a result of sustainable consumption choices for fashion products: positive emotions and affective reactions; consumer value and self-enhancement; search for meaning. Conclusive considerations position our findings in the current theoretical debate and provide interesting insights for future research.
2021
- Sustainable trend: how well-being works in shaping fashion consumption practices
[Relazione in Atti di Convegno]
Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia
abstract