ESJ Social Sciences

Lifestyle as a Branding Strategy for the Sustainable Brand

Giancarlo Scozzese, PhD
Department of International Human and Social Sciences,
University for Foreigners, Perugia, Italy
Margherita Gelli
Graduated in International Communication and Advertising, Italy

Doi:10.19044/esj.2023.v19n22p1

Submitted: 01 June 2023 Copyright 2023 Author(s)

Accepted: 15 August 2023 Under Creative Commons CC-BY 4.0
Published: 31 August 2023 OPEN ACCESS

Cite As:
Scozzese G. & Gelli M. (2023). Lifestyle as a Branding Strategy for the Sustainable Brand.
European Scientific Journal, ESJ, 19 (22), 1. https://doi.org/10.19044/esj.2023.v19n22p1

Abstract
The increasing need for concrete action to mitigate the effects of the
climate crisis is pushing the younger generation towards more sustainable
lifestyles to demand that companies pay more attention to the environment,
human rights, and more general issues of social justice. Today, distrust of
institutions is at an all-time high, and consumers expect more from the
companies to which they are attached. At this point, brands can make a
positive contribution to addressing these issues. On this basis, it becomes clear
how important this can be for corporate strategy, as the companies that are
able to inspire and earn long-term loyalty are the ones that are able to take on
the role of point of reference in the society. The assumed role is crucial in the
purchasing decisions of more conscious consumers and can be achieved, for
example, through a brand position on a social issue or by offering a value
system rather than a lifestyle proposition. It helps a brand that represents the
lifestyle of a group of people driven by a strong desire to belong there and
disrupt the status quo, to connect with customers and make its offer
competitive. A lifestyle brand characterised by high symbolic power and a
strong emotional connection with its target audience, by offering action to
protect the environment, stimulates cultural change that appears critical in
relation to hyper-consumption and the resulting environmental impact. This,
however, enables its customers to gain greater satisfaction from their
purchasing choices and represents a real opportunity to build a sustainable

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brand.

Keywords: Branding, lifestyle, marketing, sustainable, strategy

1. Introduction
Critical Consumption
Western society is described as a consumer society because of the
predominant role that consumption, perceived as action, plays in social
dynamics.
Consumption can be defined as a social behaviour of a routine nature,
involving the acquisition and use of goods and services, through which people
interpret the world and organise meanings. Indeed, the consumption process
can be interpreted as a communicative act through which a certain self-image
can be communicated to others. However, the preference for one brand over
another takes on a symbolic meaning through which the consumer manifests
his/her personal lifestyle, commitment to certain values, and the sharing of
certain cultural tendencies (Olivero & Russo, 2022).
One of the fundamental concepts for explaining and understanding
consumer behaviour is the concept of lifestyle (Ibid.). Consumption and
lifestyle are closely intertwined, with the former being a visible instantiation
of the latter (Berzano & Genova, 2011). In fact, lifestyle can be defined as "a
non-verbal mode of expression that is shaped primarily by consumer goods
and attitudes and in particular by the symbolic meanings they convey" (Ibid.).
Today, consumption has become a form of entertainment rather than need
satisfaction, which entails huge ethical and environmental problems. The
realisation of this fact has prompted many people to challenge the traditional
consumer culture by experimenting with alternative forms of consumption. In
this regard, trends based on a re-evaluation of what it means to 'own' and the
value attached to material objects and those related to what is commonly
referred to as an 'ethical living', the most prominent of which are minimalism
and the simple living, are very relevant. The key difference between these
lifestyles lies in the value attributed to material possessions. On the one hand,
while minimalism encourages people to value objects and use them in a
symbolic manner, choosing not to accumulate them, on the other hand, simple
living, by contrast, views them only from a functional point of view. Whatever
value is attributed to material objects, both, have the potential to contribute to
a critical cultural shift in relation to hyper-consumption and its impact on the
environment, while enabling people to obtain personal benefit and satisfaction
from their lifestyles (Martin-Woodhead, 2021).
The emergence of new lifestyles in which less consumption by choice
can improve subjective well-being can be considered a kind of 'alternative
hedonism' (Soper, 2020; 2008).

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Soper argues that any anti-consumerism ethics must "appeal not only to
altruistic compassion and concern for the environment, but also to a more
disinterested attitude towards the benefits of diverse consumption" (571). This
is ultimately because a non-consumption or anti-consumption lifestyle has to
be personally appealing and enjoyable in order to become popular (Black &
Cherrier, 2010; Jackson, 2005).
There are two main reasons why people adopt the philosophy of anti-
consumerism. On the one hand, it is for personal benefits, such as the
intangible benefits of living a simpler lifestyle, the adoption of healthier
habits, and the economic benefits in terms of savings. On the other hand, there
is a growing concern for the environment, which is encouraging more and
more people to adopt more environmentally friendly methods.
The global environmental crisis is perceived as a severe threat to the
extent that some people begin to experience a 'chronic fear of environmental
doom' known as 'eco-anxiety' (Clayton et al., 2017),. In this regard,
philosopher Zygmunt Bauman (2017) made a sharp observation: “the image
of unstoppable 'progress' comes with the threat of loss, rather than promising
new goals' [...]. The word 'progress', as we continue to call it by inertia, evokes
fear of imminent catastrophe rather than the joy associated with the emergence
of new comforts”. This is especially true of the millennial generation, who,
according to numerous surveys, “for the first time since World War II express
fear of losing rather than improving the social status achieved by their
parents”. Furthermore, most of them “expect the future to bring worsening
living conditions rather than pave the way for the progress that marks their
parents' personal history and that their parents have taught them to expect by
working” (Bauman, 2017).
Today, the value of the environment and sensitivity to waste reduction
seem to have taken on a personal significance that was previously unthinkable.
Indeed, today's consumption seems to be defined by “a kind of forward-
looking interest focused on society rather than the individual” (Olivero &
Russo, 2022). According to Tosi (2006), “an increasing number of people are
choosing consumption styles that are no longer determined solely by economic
criteria, such as the best price or most convenient product, or criteria that can
be attributed solely to taste preferences or personal health and well-being. The
wide range of behaviour can be traced back to a type of orientation that shares
an altruistic dimension and an interest in social issues, which imparts a
'political' character to consumption" (Paltrinieri, 2012).
Roberta Paltrinieri, in her book titled “Felicità Responsabile” (en.
Responsible Happiness), argues that “a fundamental aspect of our existence is
that we live in 'imaginary worlds' consisting of 'sentient communities' in
response to people's need to experience approval and a sense of belonging”
(Paltrinieri, 2012). The communities described by Paltrinieri “find fertile

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ground in the use of Web 2.0 tools, where prosumerism is an established

process”. They are also “able to move from shared imagination to collective
action, because of less corporate control over prosumer activities and greater
resistance from the prosumers themselves”. Indeed, the prosumer becomes a
creator of social values and meanings precisely through the opportunities
offered by the new communication technologies, thereby shaping social and
productive culture (Ibid.).
Over the past two decades, citizens have increasingly used political
consumerism and lifestyle activism to advance their political goals. Citizens
purchase goods and services in accordance with their environmental, social or
ethical values (Micheletti, 2003; Stolle & Micheletti, 2013).
Political consumerism is a way of practising politics in everyday life
through the orientation of one's purchases, and it seems to refer to “that active
minority of conscious, informed and highly gifted people in terms of cultural
and social capital, who turn directly to companies to demand more attention
to the environment, respect for human rights and more general issues of social
justice” (Paltrinieri, 2012).
In this regard, the sociologist Fabris (2003) defines the neo-consumer as
“the critical consumer who has a real opportunity to shift market balances and
steer companies towards environmentally and socially compatible choices”.
[...]
According to Fabris, the neo-consumer niche is still a niche because of
its small size, but it is destined to grow as the limitations of the economic
model become more and more evident at the structural level (Paltrinieri,
2012).

Self-expression
Modern consumers are becoming attached to fewer and fewer brands
that they consider truly special. Hence, creating an emotional attachment to a
brand is a key issue in the modern marketing world. One of the strategies to
achieve this goal is to match the personality of the brand with the self-concept
of the consumer. Indeed, consumers are attracted to brands with a certain
personality because they believe they can express their identity, their self-
concept, and convey this in their relationships with others through it (Aaker,
1999; Belk, 1988).
According to Aaker (2009), consumers can get functional, emotional,
and social benefits from the purchase of a product. Functional benefits depend
on characteristics in terms of product utility and functionality, emotional
benefits refer to a brand's ability to stimulate emotional responses when
buying or using a product, whereas social benefits enable a person to express
commitment to a particular lifestyle by responding to a man's innate need to
feel as part of a community based on common values and interests.

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Consequently, factors related to the individual self can have a strong

influence on consumption habits, as people wish to maintain a positive self-
image and can confirm it through consumption experiences (Dunning, 2007).
This is because a person's possessions are viewed as an extension of their
personality (Belk, 1988).
According to Andreoni (1989, 1990), involving in sustainable action
evokes feelings of 'warm glow', making people feel satisfied and proud of a
'positive' perception of themselves. In this regard, numerous studies have
shown that consumers are more likely to get involved in pro-environmental
actions if they experience hedonic pleasure or positive effects from such
behaviour (Corral-Verdugo et al., 2009).
Indeed, it has been demonstrated that positive emotions such as pride
and optimism can motivate the maintenance of sustainable behaviour over
time (Peter & Honea, 2012). Also, positive environmental actions lead to the
cultivation of a sense of hope, which in turn increases climate engagement and
sustainable behaviour (Feldman & Hart, 2018; Smith & Lei serowitz, 2014).
Beyond wanting to see themselves in a positive light, people want to see
themselves as being consistent. For example, self-consistency research shows
that a consumer who takes part in a sustainable behaviour for the first time
often maintains the sustainable behaviour in the future. Consequently, taking
such measures may increase the chances of subsequent sustainable behaviour
(Van der Werff, Steg & Keizer, 2014; Bodur, Duval & Grohmann, 2015).

Lifestyle Brand
Nowadays, brands are no longer identified only with the goods
produced; they are producers of content rather than goods, contributing to the
creation of experiences that people naturally want to participate in (Olivero &
Russo, 2022). However, the preference given to one brand over another takes
on a symbolic meaning, through which the consumer expresses his/her
personal lifestyle, commitment to certain values, and the sharing of certain
cultural tendencies (Ibid.).
Lifestyle brands are brands that, in contrast to others, aim to sell products
through the marketing of a particular lifestyle. They are brands that embody
the values, interests, views, aspirations and opinions of a particular group of
people, helping to define their own lifestyle. “Lifestyle, understood as a social
form, is a set of practices endowed with a common meaning and relational
significance, which appears as a distinctive shared pattern in the community”
(Bersano & Genova, 2011). Lifestyle makes a person feel part of a group with
which he/she shares the same practices, and at the same time differentiates
himself/herself from other groups. In this case, the purchase of a lifestyle
brand is not as much determined by the functional aspect or characteristics of
the product, but rather by the 'emotional benefit' that the consumer receives

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from the interaction with the value system that the brand represents as a
producer of content and experiences. Lifestyle brands originate from
aspirational characteristics of cultural groups and, when used habitually and
selectively, they become part of the identity of specific segments.
Effective strategies of lifestyle branding come from an understanding
and appreciation of the specific cultural attributes and nuances of the
psychographics of the target markets. As a result, it is important for the
organisation to outline the category of target individuals in reasonable detail.
In this respect, psychographic research provides an in-depth analysis of the
population of consumers, revealing their psychological characteristics such as
personality, interests, values, and beliefs. New followers become
spokespersons and brand ambassadors by voluntarily associating their person
with the brand in which they see recognition and for which they have a desire
to be associated with. Thus, brands manage to retain the loyalty of their
customers for a longer period of time, which shows that if the brand ceased to
exist, it would have a negative impact on their lives (Marazza & Saviolo,
2020).
A lifestyle brand, unlike other brands, provides social benefits by
offering a 'world-view' shared by a significant number of people who become
customers because they feel represented in terms of views, opinions, and
interests. Therefore, it is not so much the product as the brand itself that
generates benefits, expressing the values and aspirations of a particular social
group (Ibid.).
Unlike FMCG communication, which is structured around the benefits
and functional attributes of the product, lifestyle brand communication is
based on the articulation of the lifestyle proposition, using a highly
aspirational language generally based on image aesthetics. In fact, in relation
to lifestyle brands, implicit motives and symbolic elements prevail, which are
much easier to be conceptualised and interiorised through image-based
communication (Ibid.).
Another aspect that characterises and distinguishes lifestyle brands is the
presence of a visionary leader who is able to perceive trends in society and
position themselves as a point of reference for the community and as the main
actor of the brand credo and manifesto. The presence of this figure is crucial
due to his ability to express and articulate a lifestyle proposition, concretising
the ethos and social identity of a significant group of people in the brand and
its products (Ibid). Following the evolution of the market and social
representation, lifestyle brands need to constantly transform as society
changes, reinvent themselves, and represent the deep identity of groups of
individuals across generations. Therefore, the role of the visionary leader does
not end with the first product or brand approval, but it is essential to generate
stories and narratives that can constantly feed the brand 'myth' in order to

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always be able to represent the deep identity of groups of people across

generations. So the visionary leader should rely on a team of professionals
capable of turning the vision into reality, cultivating it daily in all
manifestations of the brand. When organisational mechanisms are poorly
structured or do not fully express the leader's vision, it is very difficult to
ensure brand stability and its ability to evolve consistently across time, space,
and categories. Often in such a situation, the brand has to re-establish trust and
success season after season and cannot achieve or maintain lifestyle brand
status over time (Marazza & Saviolo, 2020).
In fact, the original intuition behind a brand is doomed to weaken for a
variety of reasons: it can be copied or developed by competitors, lose its
characteristic relevance and novelty, or simply because social conditions that
have created the background for the magical chemistry between a brand and
its followers change. Over time, success begins to depend on the ability not to
betray the spirit of the original and to maintain the interest of the target
audience, guaranteeing brand integrity. To maintain this authority, the brand
has to continue to innovate and invest in the historic product line to keep it
relevant. They also have to continue the dialogue with the consumers of these
products in order to capture all the nuances in the evolution of their culture
and needs.
The success of brands with a high symbolic value is deeply linked to the
context in which they are born and evolve. Their growing importance in many
consumer goods sectors is the result of the confluence of two phenomena: the
evolution of social identity with its impact on consumer behaviour and the
evolution of the role of the brand in the social context. Today, institutional
distrust is at an all-time high and consumers expect more and more from the
companies with which they are associated. Hence, the positive contribution
that brands can make to the world is fundamental to corporate strategy. In fact,
when choosing a product, in addition to its characteristics and functionality,
the positions taken by that company on political and social issues, its value
system and the lifestyle it offers also matter.
Companies that are able to inspire and earn long-term loyalty are those that
are able to take on the role of a reference point in society. Consequently, a
brand's position on a particular social issue can be crucial to consumers'
purchasing decisions. It is no coincidence that major brands often take a
proactive stance on important social issues, such as environmental protection,
racial issues, gender discrimination or gun control.
Furthermore, it should not be underestimated that consumers, especially
critical ones, also want to play a 'proactive' role through their purchases, feel
involved in valuable projects or support great causes. Thus, the positive
contribution that brands can bring to the world is fundamental to corporate
strategy, in which case lifestyle brands not only offer break points, innovation

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and change, but they also encourage their customers and ambassadors through
a 'Call to Action' to become spokespersons of the world-view they offer,
directly participating in the transformation and disruption of the status quo.
In declaring and pursuing an ideal, a brand needs a sincere and
transparent connection with consumers, and in order to do so, it has to equip
itself with the best storytelling techniques (Grizzanti, 2020). Storytelling
allows companies to 'humanise' themselves and convey the true essence of the
brand, thereby establishing a closer and more personal connection with
consumers.
Modern technology allows us to share more and more information and,
therefore, make choices based, among other things, on the stories we tell.
Brand journalism, or corporate journalism, is a communication strategy that
many companies have been using recently. Through its journalistic
techniques, the company focuses on creating stories and content revolving
around the company's reality, telling stories through analysis of reliable
information, and engaging with readers by providing answers to their
questions in order to reinforce the brand vision, enhance its value, and create
engagement.

2. Objectives of the Study

So far, the lifestyle brand has been presented by reflecting on its social
context and defining its main characteristics in marketing terms.
In order to explore the relationships that connect critical consumers with
a sustainable brand, a survey was conducted using a questionnaire structured
in such a way as to obtain a psychographic segmentation of basic personality
traits, values and beliefs, and to explain the relationship that exists between
product-personality-scenario in light of this.
Lifestyles are usually measured through the creation of items that enable
homogeneous groups of consumers to be identified in it. The purpose of these
items, especially in relation to market research, is to obtain the psychographics
of consumers by focusing mainly on three macro dimensions: activities (A),
interests (I), and opinions (O). Thus, these three aspects can be expressed in
terms of cultural interests, leisure activities, the amounts they spend, beliefs
and attitudes, right down to psychological variables and personality traits. In
fact, there has been a growing tendency among scholars who have approached
the study of lifestyles through consumption analysis to adopt a rather broad
definition of 'consumption' itself.
In determining these aspects, the reference to 'value', which has always
defined consumer behaviour and habits and ended up justifying even the most
critical purchases, takes on particular significance. Designed to give stability
and therefore clarity to volatile consumer behaviour, value represents a point
of reference for the individual, society or group to which he/she belongs.

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The objective of an ethical lifestyle brand is to inspire behavioural

change consisting of a more or less permanent modification of its customers'
habits, and since the latter cannot be identified through questionnaires, the
analysis is subject to more or less favourable 'attitudes' towards certain types
of behaviour.
A recent Google study1 found that Italian consumers surveyed are
looking for specific actions and brands to help them take such actions. In web
searches, Italians' interest has shifted from big climate and environmental
issues to specific actions. In this regard, Google Research shows that interest
in topics such as 'climate change' and 'pollution' has declined in Italy in favour
of more specific expressions such as "sustainable fashion" and "tree planting".
This indicates a consumer willingness to approach sustainability more
positively, demonstrating the need to perceive it within their reach.
This opens up the opportunity for brands to implement green marketing
strategies that help people take practical and environmentally beneficial
actions with companies themselves on a daily basis. People appreciate what
companies do to protect the environment throughout the supply chain.
Consumers are interested in knowing how committed companies are, but they
are also skeptical of brand claims about being sustainable that are not backed
up by real examples. Hence, companies should make an effort to demonstrate
why they consider themselves virtuous and avoid making statements that are
not backed up by specific initiatives. Sustainability has become an important
factor in shopping choices, so much so that for 31% of Italians interviewed in
a Google survey, it is more 'appealing' than design and style. Among 18-24
year olds, this figure rises to 37%, demonstrating Generation Z's interest in the
environment and their desire to improve society.

3. Methodology
To carry out the survey, a representative sample was selected using
probability sampling.
The representative sample was drawn from the number of "critical
consumers", i.e., those consumers who are guided by environmental and social
criteria in their purchasing habits. In order to reach the target category, a
survey created with Google Forms was shared through Facebook groups
(private and public) dedicated to this consumer category. In particular,
Facebook communities participated in the survey, which included:

1
Raffaella Stratta (2022). 'A tutto verde: ecco cosa pensano i consumatori
della sostenibilità in Italia' (en. Going Green: What Consumers Think about
Sustainability in Italy), source: Google, Italy.

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environmentalists, ecologists, environmental activists, minimalists,

vegetarians, vegans, outdoor enthusiasts, sustainable fashion, mindfulness,
and happy degrowth.
The sampling should be considered a probability sampling, as the choice of
filling in the survey was at the discretion of the users of the aforementioned
communities.
The questionnaire consists of four sections preceded by a privacy
statement, with a total of 20 closed-ended questions. The first section aims to
gather basic socio-demographic information from the participants, defining
the sample by gender, age, and education level. In the second section, they
were asked to express their level of agreement (on a scale of 1 to 4) on a
number of items designed to assess subjects' engagement with environmental,
health, and social (lifestyle) issues. In the third section, the respondents were
asked to select the most personally relevant statement from those already
given in order to assess personality traits and individual needs. Thus, the
proposed response options were developed on the assumption of interviewing
four possible categories of critical consumers: 'hedonists', who enjoy aesthetic
experiences; 'environmentalists', who are motivated by a passion for nature;
'health-conscious', who focus on healthy lifestyles; and 'virtuous', who are
motivated by social issues.
In the last section, they were asked to express their level of agreement
on a number of items related to the main motivations for bonding with a
sustainable brand, using a scale from 1 to 4, to assess the consumer's level of
criticality and brand attachment.

4. Results
A total of 204 people responded to the questionnaire, of which 26.5%
were men and 73.5% women. The predominance of women probably reflects
their greater involvement in the topics under study (Figure A). Regarding age,
generation Y (1981-1996) is the most represented group, followed by
generation X (1965-1980) and Z (1997-2012), which are slightly less. The
Boomer generation (1946-1964) is significantly less represented, which is
probably due to their lower presence on social media (Figure B). In terms of
educational level, the sample appears to be highly educated: 59% have a
university degree or have attended courses after graduation, 37% have a high
school diploma, and 4% only have a secondary school diploma (Figure C).
The majority of respondents believe that they lead an environmentally
sustainable (91%) and health-oriented lifestyle (74%) (Figure D, E).
Approximately three quarters of the respondents stated that they were 'deeply
concerned' about the current climate crisis (Figure D), expressing their
concern with the highest rating. Moreover, the majority of respondents (62%)
were very critical about their purchases, stating that they refrain from buying

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goods that are not made using environmentally friendly methods or materials
(Figure G), and that they sometimes feel guilty about the environment after
making a purchase (Figure H). Therefore, this may be related to the high level
of school education of the respondents. Education and greater access to
information may contribute to the development of a strong self-awareness and
a more critical attitude towards one's consumption choices.
About 69% said that they were not satisfied with the range of products
on the market, which confirms that there is 'unmet demand' in terms of
marketing. 76% of respondents stated that they get satisfaction from their
sustainable purchases, knowing that they are doing something for the
environment (Figure M). Positive emotions, such as pride and optimism,
encourage consumers to cultivate a sense of hope, motivating them to maintain
sustainable behaviour over time.
The interest of consumers in increasing their awareness through the
adoption of a sustainable lifestyle was very significant (53.4%) (Figure N).
33.3% considered it very important for a sustainable brand to pay more
attention and care to the consumer's needs (Figure K), while 31.4% considered
following current trends to be a more important characteristic of a sustainable
brand. Reflecting their own ideals is less important (22.5%), followed by the
characteristic of being proactive (12.7%).
As for the aesthetic aspect, 61.7% rated it as 'very decisive' when
purchasing a sustainable product (Figure R), while 63.2% (Figure Q)
considered the brand's ability to excite through an expression of mood or state
of mind that reflected their own personality to be important. Of particular
importance is the percentage of respondents who consider it essential that a
brand's point of view matches their own (73.5%) (Figure Q). Almost all
respondents place a high responsibility on the brand to educate and inform
consumers on ethical, social, and environmental issues (90.2%) (Figure T),
considering its contribution in offering environmentally-oriented actions to be
fundamental (98.1%) (Figure O).

Conclusion
In conclusion, given the increasing need for concrete action to mitigate
the effects of the climate crisis and the growing tendency of younger
generations to experiment with 'new' forms of consumer satisfaction, lifestyle
branding proves to be a viable option for creating a sustainable brand that
benefits both consumers and the company itself.
For consumers, the benefits of the lifestyle product offerings are mostly
of a social and relational nature. Among these, above all, a sense of belonging
to a social circle prevails, in which the individual receives the satisfaction of
having his/her ideals recognised. In fact, for the consumer, part of the pleasure
associated with a so-called 'sustainable purchase' comes from a feeling of pride

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in his/her choice and the emotional involvement favoured by a perception of

'participating in the change'. Thus, the lifestyle brand acquires the human traits
that make it socially active and capable of exerting its 'influence', acting as an
inexhaustible source of inspiration, novelty, and entertainment for the critical
consumer and helping him/her to gravitate towards the desirable lifestyle.
For a sustainable brand, inspiring environmentally friendly action while
providing a hedonistic experience is now a major challenge facilitated by the
growing communication potential of digital media and web technology. In
addition, promoting product durability and the quality of materials used allows
the company to combine the sustainability dimension with high-end
positioning. Offering a lifestyle that inspires a certain way of living turns out
to be an important opportunity to increase the category of its products through
a broad spectrum such as 'wellness', 'home decor' and so on. Moreover, by
adopting a broader perspective, in addition to the benefits of an economic
nature, a company can also gain benefits of a social nature. However, these
are manifested both in the constant research aimed at offering alternative and
increasingly 'effective' solutions to address climate change and in the active
role of the brand, which becomes a promoter of actions and ways of thinking
in favour of a universal ideology that works for a good which is as common
as it is valuable, i.e., our environment.

Conflict of Interest: The authors reported no conflict of interest.

Data Availability: All of the data are included in the content of the paper.

Funding Statement: The authors did not obtain any funding for this research.

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Appendix
I. Questionnaire offered to study participants
Section 1 - PRIVACY STATEMENT
This research is conducted for a thesis in Communication and
Advertising at the University for Foreigners in Perugia. Before you start filling
in the questionnaire, we assure you that the information provided will be
treated strictly anonymously and confidentially (in accordance with article 7
of Legislative Decree 196/2003) and that the results of the survey will be used
exclusively for scientific and educational purposes.

Section 2 - SOCIO-DEMOGRAPHIC DATA

1) Sex
□ Woman □ Men

2) When were you born?

□ 1946-1964
□ 1965-1980
□ 1981-1996
□ 1997-2012

3) What is your educational level?

□ Secondary school diploma
□ Diploma
□ University degree/postgraduate diploma

Section 3 - ENGAGEMENT WITH ENVIRONMENTAL, HEALTH

AND SOCIAL ISSUES

For each of the following statements, express the degree of agreement using a
scale from 1 to 4, where 1 means 'strongly disagree'; 2 = slightly agree; 3 =
agree; 4 = strongly agree.

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4) I live an environmentally friendly lifestyle (carefully separating waste,

trying to limit energy consumption, etc.).

1 2 3 4
Strongly disagree Strongly agree

5) I live a healthy lifestyle (I do sports, follow a healthy and balanced

diet, buy organic food, etc.)

1 2 3 4
Strongly disagree Strongly agree

6) I am very concerned about the current climate crisis

1 2 3 4
Strongly disagree Strongly agree

7) I refrain from buying a product that has not been made using
environmentally friendly methods or materials
1 2 3 4
Strongly disagree Strongly agree

8) Sometimes I feel guilty about the environment before making a

purchase

1 2 3 4
Strongly disagree Strongly agree

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Section 4 - NEEDS, PERSONALITY, LIFESTYLES

For each of the following statements, select ONLY the most relevant to you.

9) I make a purchase...
□ to express myself
□ to feel fulfilled
□ to get closer to an ideal lifestyle
□ only when necessary

10) Sustainable brands...

□ follow current trends
□ reflect my ideals
□ are more attentive to my needs
□ are proactive

11) Sustainable clothes...

□ are of better quality (buy less, buy better)
□ are timeless (they are a must-have)
□ are adaptable to different situations (less is more)
□ respect the environment and the conditions for workers

12) Through sustainable purchasing, I benefit from...

□ doing my part to protect the environment
□ seeing my values/ideals recognised
□ being able to express my personality
□ belonging to a community that shares my point of view

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13) Living a sustainable lifestyle helps me to ...

□ have a more genuine life
□ be proud of myself
□ reduce my concern for the environment
□ be more conscious

Section 5 - BONDING WITH THE BRAND

For each of the following questions, express the degree of agreement using a
scale from 1 to 4, where 1 means 'not at all important'; 2 = slightly agree; 3 =
agree; 4 = very important.

14) How important do you think it is for the brand to offer daily solutions
to help protect our planet?

1 2 3 4
Not at all important Very important

15) How important do you think it is for the brand to focus on helping
people take environmentally friendly actions on a daily basis?

1 2 3 4
Not at all important Very important

16) How important do you think it is for the brand to be able to excite
through the expression of a mood?
1 2 3 4
Not at all important Very important

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17) To make me feel involved in buying the product, the visual content
(photos, videos, images and graphics) of the brand should reflect my personal
aesthetic taste.
1 2 3 4
Not at all important Very important

18) How important do you think it is for a brand to adopt a point of view
similar to yours?

1 2 3 4
Not at all important Very important

19) Do you think a brand should play a cultural role in cultivating

sensitivity and responsibility towards social issues nowadays?

1 2 3 4
Not at all important Very important

20) How satisfied are you with the range of sustainable products on the
market? (1-4)

1 2 3 4
Not at all important Very important

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SOCIO-DEMOGRAPHIC CHARACTERISTICS

Fig.A
1) Sex
204 responses
Woman

Man

Fig. B

2) When was he/she born?

204 responses
1946-1964

1965-1980

1981-1996

1997-2012

Fig.C

3) What is his/her educational level?

204 responses
Secondary school diploma

Diploma

University degree/postgraduate
diploma

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ENGAGEMENT WITH ENVIRONMENTAL, HEALTH AND

SOCIAL ISSUES

Fig. D
4) I live an environmentally friendly lifestyle (carefully separating
waste, trying to limit energy consumption, etc.).
204 responses

Fig. E
5) I live a healthy lifestyle (I do sports, follow a healthy and balanced
diet, buy organic food, etc.)
204 responses

Fig. F
6) I am very concerned about the current climate crisis
204 responses

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August 2023 edition Vol.19, No.22

Fig. G
7) I refrain from buying a product that has not been made using
environmentally friendly methods or materials
204 responses

Fig. H
8) Sometimes I feel guilty about the environment before making a
purchase
204 responses

Fig. I
9) How satisfied are you with the range of sustainable products on the
market?
204 responses

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August 2023 edition Vol.19, No.22

NEEDS, PERSONALITY, LIFESTYLES

Fig. J
10) I make a purchase to... (the most relevant
to you)
204 responses

express myself

feel fulfilled

get closer to an ideal lifestyle

only when necessary

Fig. K
11) Sustainable brands... (the most relevant
to you)
204 responses
follow current trends
reflect my ideals

are more attentive to my consumer needs

are proactive

Fig. L
12) Sustainable clothes... (the most relevant to you)
204 responses

are of better quality (buy less, buy better!)

are timeless (they are a must-have!)
are adaptable to different situations (less is
more!)
respect the environment and the
conditions for workers

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August 2023 edition Vol.19, No.22

Fig. M
13) Through sustainable purchasing I benefit from... (the most
relevant to you)
204 responses

doing my part to protect the

environment

seeing my values/ideals recognised

being able to express my personality

feeling part of a community that shares

my point of view

Fig. N
14) Living a sustainable lifestyle helps me to ... (the most relevant
to you)
204 responses

have a more genuine life

be proud of my choices

reduce my anxiety about the current

climate crisis
be more conscious

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August 2023 edition Vol.19, No.22

BONDING WITH THE BRAND

Fig. О
15) How important do you think it is for the brand to offer daily
solutions to help protect our planet?
204 responses

Fig. P
16) How important do you think it is for the brand to focus on
helping people take environmentally friendly actions on a daily basis?
204 responses

Fig. Q
17) How important do you think it is for the brand to be able to excite
through the expression of a mood conveying your personality?
204 responses

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August 2023 edition Vol.19, No.22

Fig. R
18) To make me feel involved in buying the product, the visual content
(photos, videos, images and graphics) of the brand should reflect my
personal aesthetic taste.
204 responses

Fig. S
19) How important do you think it is for a brand to adopt a point of view
similar to yours?
204 responses

Fig. T

20) Do you think a brand should play a major role in educating and
raising awareness of ethical, social and environmental issues
nowadays?
204 responses

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