From sustainability signals to brand attitudes: the roles of locus of control, brand activism beliefs, brand genuineness, and trust among generation Z consumers

1 Introduction

Sustainable or green marketing has become a widely adopted competitive strategy in the global marketplace, particularly within business-to-consumer sectors (Bhardwaj et al. 2026; Chen et al., 2024; Kumar et al. 2026; Singh, 2025). It seeks to integrate sustainability principles into business practices while addressing the needs and expectations of both consumers and industry stakeholders (Cui et al., 2025). Within this context, green advertising has emerged as a prominent sustainable marketing tool that promotes messages appealing to the values, needs, and desires of environmentally conscious consumers (Jia et al. 2026; Zinkhan and Carlson, 1995). Prior studies further demonstrate that environmental representations in marketing communication can positively influence consumers’ trust and attitude towards the brand as well as purchase intentions (Follows and Jobber, 2000; Kumar et al. 2026; Leonidou et al., 2013; Maree and Wiese 2026).

This perspective is particularly relevant in digital environments, where sustainability communication increasingly frames consumption as a means through which consumers can contribute to broader environmental and social change. Digital platforms have therefore become central channels through which brands communicate sustainability initiatives, engage consumers, and shape perceptions of corporate responsibility and authenticity (Kumar et al., 2021). Companies such as Patagonia, The Body Shop and Ben and Jerry's actively promote environmental activism and social responsibility initiatives that encourage consumers to perceive their purchasing decisions as socially meaningful forms of participation (Chun 2016; Kencebay and Ertugan 2025; Page and Katz 2010). Such communication strategies reposition consumption beyond its utilitarian function by emphasizing consumer agency and the societal implications of individual purchasing behaviour.

The effectiveness of these communications can be explained through Signaling Theory (Connelly et al., 2025; Spence, 1973). Signaling Theory suggests that consumers rely on observable organizational cues to infer unobservable organizational characteristics, particularly when information asymmetry exists. Firms can communicate a product's overall characteristics through their brand name, signaling not only its quality but also intangible attributes such as environmental commitment, social responsibility, and brand activism. These quality signals play a crucial role in product positioning, influence consumers’ perceptions of the brand, and alleviate information asymmetry by reducing search costs and perceived risks associated with purchase decisions (Karasek and Bryant, 2012). Consistent with Signaling Theory, brand personality is embedded in the brand's intangible characteristics, which serve as symbolic cues that help consumers interpret and evaluate the brand's values, identity, and expected performance.

In sustainability contexts, consumers cannot directly verify the sincerity of corporate environmental commitments and therefore depend on signals communicated through organizational channels such as corporate websites. Green website communications therefore function as signals that communicate a firm's environmental values, sustainability orientation, and commitment to responsible business practices. However, the effectiveness of these signals depends not only on their presence but also on how they are interpreted by consumers. In an era characterized by increasing skepticism toward sustainability claims, consumers may question whether such signals represent genuine commitment or merely symbolic efforts intended to improve corporate image (Pham and Huynh 2026; Tetrevova et al., 2025).

Consequently, perceptions of brand genuineness have become increasingly important in determining the effectiveness of sustainability communications. Brand genuineness refers to the extent to which consumers perceive a brand as authentic, sincere, and consistent with its communicated values (‘t Hart and Phau, 2022). Authenticity research suggests that consumers are more likely to trust and develop positive relationships with brands perceived as genuine because such brands are viewed as credible and value-consistent (Kanjer and Doshi, 2026; Morhart et al., 2015; Moulard et al., 2021; Napoli et al., 2014; Yang et al., 2021). Trust subsequently serves as a fundamental mechanism through which favourable brand evaluations are formed and maintained (Cardoso et al., 2026; Morgan and Hunt, 1994). Particularly within sustainability contexts, consumers appear willing to support brands only when environmental communications are perceived as authentic and trustworthy rather than symbolic or opportunistic (Campagna et al., 2023; Södergren, 2021). It should be underlined that brand authenticity refers to consumers’ perceptions of a brand as genuine, sincere, and consistent with its communicated values, whereas brand trust reflects consumers’ confidence in the brand's reliability and intentions.

Understanding these processes is especially important among Generation Z consumers (born between 1997 and 2012). Generation Z represents one of the most influential consumer cohorts, shaping future markets and societal change, due to its purchasing power, digital engagement, and increasing concern for environmental and social issues (Ching, 2025; Djafarova and Foots, 2022; Gohil et al., 2025). As digital natives, Gen Z consumers are highly exposed to sustainability-related brand communications through online platforms and frequently use digital channels to evaluate corporate behaviour (Poulis et al., 2026). Existing research suggests that this generation places considerable importance on transparency, authenticity, and corporate responsibility when evaluating brands (Borah et al., 2024). At the same time, Generation Z consumers exhibit heightened skepticism toward corporate sustainability claims and are particularly sensitive to inconsistencies between communicated values and organizational actions. Consequently, sustainability communications that successfully convey authenticity may be especially influential among this consumer segment.

For several decades, the sustainable consumption literature has problematized the discrepancy between consumers’ expressed environmental concerns and their actual marketplace behaviour (Sukumaran and Majhi 2025). This phenomenon, commonly referred to as the attitude–behaviour gap, describes the tendency of individuals to endorse pro-environmental values and intentions while failing to consistently translate these attitudes into sustainable purchasing practices (Boulstridge and Carrigan, 2000; Park and Lin 2020; Schäufele and Janssen 2021; Zhuo et al. 2022). The persistence of this gap has been a central concern in sustainability research, as it challenges assumptions that positive environmental attitudes naturally lead to responsible consumption. Although environmentally conscious consumers are often critical of corporate sustainability claims and readily identify instances of greenwashing, they may themselves exhibit inconsistencies between their stated values and actual behaviours (Higgins and Tadajewski, 2002). Consequently, the attitude–behaviour gap continues to represent a significant theoretical and practical challenge, highlighting the complexity of ethical decision-making and the limitations of attitudinal measures in predicting sustainable consumer behaviour.

Although prior research has established positive relationships between green marketing, trust, brand attitudes, and purchase intentions (Papadas et al., 2019; Testa et al., 2019), important gaps remain in understanding the psychological mechanisms that explain why Gen Z may respond differently to sustainability-oriented communication, particularly in digital environments. Moreover, increasing awareness of greenwashing and skepticism toward corporate sustainability claims, have intensified consumers’ critical evaluation of environmental messages (Delmas and Burbano, 2011). As a result, the effectiveness of sustainable marketing communication may depend not only on firms’ sustainability practices and environmental claims, but also on consumers’ underlying psychological orientations and beliefs.

One important yet underexplored psychological factor in this context is consumer locus of control. Consumer responses to sustainability-related communications are influenced not only by message characteristics but also by individual psychological differences (Cheng et al. 2020; Cleveland et al. 2012). Locus of control reflects the extent to which individuals believe they can influence outcomes through their own actions (Rotter, 1966). Within sustainable consumption contexts, consumers with a stronger internal locus of control are more likely to believe that their purchasing decisions can contribute to positive environmental change, whereas consumers with an external locus of control may perceive such outcomes as largely beyond their personal influence (Busseri et al. 1998). Prior studies suggest that perceived consumer effectiveness and personal agency significantly shape environmentally responsible behaviour (Ellen et al., 1991; Straughan and Roberts, 1999). However, limited research has examined the moderating role of locus of control within sustainable digital marketing environments.

A second factor that may influence consumer responses is brand activism belief. Brand activism refers to a company's public engagement with social, environmental, and political issues (Saracevic and Schlegelmilch, 2024). Consumers’ beliefs regarding brand activism may influence the extent to which sustainability-oriented communication is interpreted as credible, authentic, and persuasive. In particular, consumers who hold favourable beliefs toward brand activism are expected to respond more positively to sustainability and activism-related messages, whereas skeptical consumers may perceive such communication as opportunistic or performative (Mukherjee and Althuizen, 2020). Despite growing academic interest in brand activism, limited empirical research has examined its role as a psychological moderating factor within sustainable digital marketing communication.

Against this background, the present study investigates how green website communications influence Generation Z consumers’ brand attitudes and behaviour through perceptions of brand genuineness and trust. Drawing upon Signaling Theory, the study proposes that green website communications function as sustainability signals that influence consumer evaluations through a sequential process of authenticity and trust formation. Furthermore, the study examines locus of control as a psychological boundary condition influencing the effectiveness of green website communications and investigates the role of brand activism beliefs in shaping perceptions of brand genuineness.

To address this objective, the study proposes a conceptual model in order to depict whether sustainable marketing communication influences attitude and behaviour formation through a sequence of psychological and relational mechanisms, including website trust (Flavián et al. 2006), attitude toward the website (Chen and Wells 1999), perceived brand genuineness ('t Hart, B. and Phau 2022), attitude toward the brand and purchase intentions (Dodds et al. 1991; Spears and Singh 2004). At the same time, consumer locus of control (Busseri et al. 1998) and brand activism beliefs (Saracevic and Schlegelmilch 2024) are proposed as variables that influence the extent to which sustainability messages are internalized, perceived as authentic, and translated into favourable attitudinal and behavioural outcomes.

This study contributes to the literature in several ways. First, it advances sustainability marketing research by identifying locus of control as an important psychological factor influencing the effectiveness of sustainability communications. Second, it extends Signaling Theory by explaining how sustainability signals communicated through corporate websites are translated into consumer evaluations through perceptions of brand genuineness and trust. Third, it contributes to the emerging brand activism literature by examining how consumers’ activism beliefs shape responses to sustainability-related communications. Fourth, it contributes to the attitude–behaviour gap literature by investigating the psychological and perceptual mechanisms through which sustainability communications influence consumers’ evaluations and behavioural intentions. Given the persistent discrepancy between consumers’ pro-environmental attitudes and their actual consumption behaviour, understanding the factors that strengthen or weaken the impact of sustainability signals is essential for explaining why positive sustainability perceptions do not always translate into supportive consumer actions. Finally, by focusing specifically on Generation Z consumers, the study provides important insights into how a highly influential, digitally connected, and sustainability-conscious consumer segment evaluates corporate sustainability initiatives in contemporary digital environments. Moreover, a conceptual framework is proposed in order to visually depict the relation among the above variables.

2 Review of literature

2.1 Locus of control (LoC)

Individuals differ in how they perceive and respond to sustainability-related promotional messages, suggesting that psychological traits and individual predispositions play an important role in shaping consumer attitudes and behaviours (Cheng et al., 2020; Cleveland et al., 2012). Among these individual differences, locus of control (LoC) has emerged as a particularly relevant construct for understanding sustainable consumption and environmental decision-making (Chen et al., 2024; Guazzini et al., 2025; Kalamas et al., 2014).

Rotter (1966) first introduced locus of control within Social Learning Theory, conceptualizing it as a generalized expectancy regarding the relationship between an individual's actions and subsequent outcomes. He defined internal versus external control as “the degree to which persons expect that a reinforcement or an outcome of their behaviour is contingent on their own behaviour or personal characteristics versus the degree to which persons expect that the reinforcement or outcome is a function of chance, luck, or fate, is under the control of powerful others, or is simply unpredictable” (p. 1). Over nearly six decades of research, locus of control has been recognized as a fundamental personality dimension influencing a wide range of cognitive, motivational, and behavioural processes (Gebresilase et al. 2025; Gulati et al., 2004; Hamzah and Othman 2023; Hattrup et al., 2005; Joe, 1971; Lefcourt, 1976; MacDonald, 1971; Manisaligil et al., 2023; Perry and Morris, 2005; Spector, 1982; Whelan et al. 2025).

In the consumer domain, consumer locus of control refers to consumers’ beliefs regarding the extent to which their actions and decisions influence marketplace outcomes (Busseri et al., 1998). Consumers with a stronger internal orientation believe that their purchasing decisions can meaningfully affect outcomes, whereas externally oriented consumers perceive limited influence over marketplace consequences.

The relevance of locus of control extends beyond traditional consumer behaviour to the domain of sustainable consumption. In this context, locus of control captures whether consumers believe that their individual consumption choices can contribute to environmental improvement. Individuals with a stronger internal orientation are more likely to perceive sustainable consumption as an effective means of generating positive environmental outcomes, whereas externally oriented individuals may regard environmental problems as largely beyond the influence of individual action (Cleveland et al. 2012; Kalamas et al. 2014; Sharma et al. 2022).

Beyond sustainability contexts, recent research has increasingly examined the relevance of locus of control in digital and technologically mediated environments, where perceptions of agency and control are often less transparent and more difficult to evaluate. Empirical studies have demonstrated the influence of locus of control on online attitudes, information processing, and pre-purchase behaviours (Amichai-Hamburger, 2002; Aref and AlShahri, 2021; Hoffman et al., 2003; Walsh, 2010). More recently, locus of control has emerged as an important variable for understanding human adaptation, cognitive autonomy, and trust in complex technological systems, including artificial intelligence and human–machine interactions (Babiker et al., 2025; Montag et al., 2025).

Taken together, the literature suggests that locus of control shapes how individuals interpret information, evaluate their ability to influence outcomes, and engage in goal-directed behaviours across both environmental and technological contexts. Consequently, locus of control may serve as an important boundary condition in understanding consumer responses to sustainability communications, particularly when such messages are delivered through digital-mediated channels.

2.2 Signaling theory

Signaling Theory, originally developed by Michael Spence (1973, 1978), explains how individuals make decisions under conditions of information asymmetry, where one party possesses information that is not directly observable by another. In such situations, decision-makers rely on observable signals to infer underlying characteristics, intentions, or quality. Within marketing contexts, Signaling Theory has been widely applied to explain how consumers interpret organizational communications and use them to evaluate firms, products, and brands (Connelly et al., 2011, 2025).

In sustainability contexts, consumers often cannot directly verify whether organizations are genuinely committed to environmental and social responsibility. Consequently, they rely on observable cues, such as sustainability reports, environmental certifications, green advertising, and website communications, to infer a firm's commitment to sustainable practices (Delmas and Burbano, 2011). Green website communications therefore function as signals that communicate a company's environmental values, sustainability initiatives, and corporate responsibility efforts. However, the effectiveness of these signals depends on whether consumers perceive them as credible, authentic, and consistent with organizational actions.

Recent research suggests that increasing concerns regarding greenwashing have made consumers more skeptical of environmental claims and more likely to scrutinize the authenticity of sustainability-related communications before forming favourable evaluations (Campagna et al., 2023; de Freitas Netto et al., 2020). As a result, perceptions of brand genuineness have become an important mechanism through which sustainability signals influence consumer responses. Authentic and consistent sustainability communications are more likely to generate trust and favourable brand evaluations, whereas communications perceived as symbolic or misleading may undermine credibility and reduce their persuasive effectiveness (Portal et al., 2019; Södergren, 2021). Brand genuineness refers to consumers’ perceptions that a brand is sincere, truthful, and consistent in its values, communications, and actions (‘t Hart and Phau, 2022; Napoli et al., 2014; Schallehn et al., 2014). When brands are perceived as genuine, consumers are more likely to develop trust, emotional attachment, and favourable behavioural intentions, including loyalty, advocacy, and purchase intentions (Napoli et al., 2014).

The relevance of Signaling Theory is particularly evident among Generation Z consumers. As digital natives, Generation Z consumers frequently encounter sustainability-related communications through online channels and actively evaluate whether brands’ environmental claims align with their actions and values (Djafarova and Foots, 2022). Research suggests that this generation places considerable importance on transparency, authenticity, and corporate accountability, making them especially sensitive to the quality and credibility of sustainability signals (Borah et al., 2024; Ghouse et al., 2025). Consequently, green website communications are unlikely to influence Generation Z consumers directly. Instead, sustainability signals are first evaluated in terms of their genuineness and credibility before generating trust and favourable brand attitudes.

2.3 Brand activism

Brand activism, defined as a company's public engagement with social, environmental, or ethical issues (Saracevic and Schlegelmilch, 2024), may enhance consumer trust, positive attitudes toward the brand, and purchase intentions when consumers perceive such actions as genuine and value-driven rather than opportunistic. Unlike traditional corporate social responsibility initiatives, which often focus on philanthropy or compliance, brand activism involves taking explicit positions on controversial or value-laden issues and advocating for specific causes. In digital environments particularly, websites and online platforms allow brands to communicate activism initiatives in ways that foster transparency, emotional engagement, and perceptions of consumer participation in broader societal change.

As consumers increasingly expect organizations to contribute to societal well-being, brands have become more active participants in public discourse on topics such as climate change, social justice, and sustainability (Vredenburg et al., 2020). Research suggests that brand activism can generate positive outcomes, including enhanced brand trust, identification, authenticity perceptions, and purchase intentions, particularly among consumers whose personal values align with the brand's stance (Hydock et al., 2020; Moorman, 2020). However, activist positioning also entails risks, as consumers may perceive such efforts as opportunistic or inconsistent when organizational actions fail to align with communicated values. Consequently, the effectiveness of brand activism depends largely on the perceived credibility, genuineness, and consistency of a brand's commitment to the causes it supports, making authenticity and trust critical factors in shaping consumer responses.

2.4 Generation Z

Generation Z is commonly described as the cohort that grew up amid widespread internet access, social media, and rapid technological development (Djafarova and Foots, 2022; Priporas et al., 2017). Some studies identifying Generation Z as those born between 1995 and 2010 (Sakdiyakorn et al., 2021), while other sources adopt a 1997–2012 range. The present study follows the latter range for participant eligibility. Compared with previous generations, Generation Z demonstrates heightened awareness of social and environmental issues and greater expectations that organizations align with broader societal values (Dabija et al., 2019; Francis and Hoefel, 2018; Theocharis and Tsekouropoulos, 2025). Research further indicates that Generation Z values transparency, authenticity, and ethical business practices while also exhibiting skepticism toward traditional advertising and corporate claims, relying heavily on peer-generated content, online reviews, and digital influencers (Djafarova and Foots, 2022; Robichaud and Yu, 2022; Viglia et al., 2018). Understanding Generation Z's responses is therefore increasingly important for organizations seeking to communicate sustainability initiatives effectively and develop meaningful consumer relationships in digitally mediated environments (Velinov, 2025).

3 Hypotheses development

3.1 H1: the moderating role of locus of control in Gen Z

Generation Z consumers demonstrate strong concern for environmental sustainability and social responsibility while simultaneously exhibiting considerable skepticism toward corporate sustainability claims and greenwashing practices (Dabija et al., 2019; Djafarova and Foots, 2022; Halibas et al., 2025; Varese et al., 2025). As digital natives, Generation Z consumers actively seek information about brands through online channels and frequently scrutinize the credibility and authenticity of sustainability communications before forming evaluations and purchase intentions. Consequently, understanding the psychological factors that influence how Gen Z consumers interpret sustainability-related information has become increasingly important for both scholars and practitioners.

One such factor is locus of control, which has received growing attention in sustainability and environmental consumption research (Chen et al., 2024; Guazzini et al., 2025; Kalamas et al., 2014; Trivedi et al., 2015). Recent evidence suggests that consumers with stronger internal control beliefs are more likely to engage in environmentally responsible behaviours because they perceive individual and organizational actions as capable of producing meaningful environmental outcomes (Megha, 2024). Similarly, Backer and Prasanth (2024) found that internal locus of control positively influences green buyer behaviour by strengthening consumers’ confidence in the effectiveness of pro-environmental actions. These relationships may be particularly salient among Generation Z consumers, who often perceive consumption decisions as a means of expressing personal values and contributing to broader societal and environmental change.

Signaling Theory provides a useful framework for understanding this process (Liu et al., 2008; Spence, 1973). Because a firm's true environmental commitment is often difficult for consumers to observe directly, organizations rely on sustainability communications to signal their values, intentions, and environmental responsibility. Green website communications, in particular, function as informational signals that communicate a firm's commitment to sustainable practices. However, consumers do not interpret these signals uniformly. As concerns regarding greenwashing continue to increase, particularly among younger consumers, Generation Z individuals have become increasingly critical of environmental claims and frequently assess whether sustainability communications are credible, sincere, and trustworthy before forming favourable evaluations (Delmas and Burbano, 2011; Djafarova and Foots, 2022; Prasanthi, 2025).

A critical outcome of this signal interpretation process is perceived brand genuineness. Brand genuineness refers to consumers’ perceptions that a brand is sincere, honest, and truthful in its communications and actions (Napoli et al., 2014). Although closely related to authenticity, which encompasses broader evaluations of consistency and fidelity to core values, genuineness specifically captures perceptions of sincerity and credibility in brand behaviour (Morhart et al., 2015; Napoli et al., 2014). Within sustainability contexts, consumers are likely to perceive brands as genuine when environmental claims are viewed as reflecting a sincere organizational commitment rather than opportunistic marketing efforts. Research demonstrates that perceptions of authenticity and genuineness strengthen consumers’ emotional and cognitive connections with brands and contribute to more favourable evaluations (Morhart et al., 2015; Napoli et al., 2014). Furthermore, perceived authenticity in sustainable branding has been shown to enhance consumer trust and brand loyalty (Safeer and Liu, 2023; Södergren, 2021).

Trust represents another important mechanism through which sustainability communications influence consumer evaluations. According to Morgan and Hunt (1994), trust constitutes a central component of successful consumer-brand relationships. Because perceptions of brand genuineness reduce uncertainty regarding the sincerity of a firm's sustainability claims, they serve as an important antecedent of trust. Empirical research consistently demonstrates that trust positively influences consumer attitudes and behavioural intentions toward brands (Kim et al., 2025). Within sustainability contexts, Alhomaid (2025) found that green marketing initiatives enhance brand trust only when consumers perceive sustainability claims as authentic and credible. Consequently, trust may represent a key mechanism through which perceptions of brand genuineness translate into favourable brand evaluations and behavioural responses.

Integrating locus of control and Signaling Theory suggests that internally oriented Generation Z consumers should be particularly receptive to green website communications. Because these individuals are more likely to believe that organizational actions can contribute to meaningful environmental change, they should be more inclined to interpret sustainability-related website signals as credible indicators of genuine corporate commitment. These enhanced perceptions of brand genuineness should subsequently strengthen trust in the brand, leading to more favourable brand attitudes and purchase intentions. In contrast, externally oriented consumers may remain skeptical regarding the effectiveness and sincerity of sustainability initiatives, and tend to believe that their purchase pattern may have no effect on environmental change, thereby reducing the persuasive impact of green website communications. Accordingly, the following hypotheses are proposed:

H1: Among Generation Z consumers, locus of control moderates responses to green website communications such that internally oriented consumers report higher levels of perceived brand genuineness, trust, brand attitude and purchase intention following exposure to a green website than externally oriented consumers.

H1a: Among Generation Z consumers, the positive indirect effect of green website exposure on brand attitude through perceived brand genuineness is stronger for internally oriented consumers than for externally oriented consumers.

3.2 H2: the effect of green website communications and brand activism beliefs on brand attitude through brand genuineness and trust

Consumers are increasingly skeptical of corporate sustainability claims and may question whether such communications represent genuine commitment or merely symbolic marketing efforts (de Freitas Netto et al., 2020; Delmas and Burbano, 2011). Such skepticism is particularly evident among Generation Z, who are generally supportive of sustainability initiatives but are also highly sensitive to perceived greenwashing and inconsistencies between corporate claims and actual practices. Consequently, perceptions of brand genuineness become critical in determining the effectiveness of sustainability communications (‘t Hart and Phau, 2022).

Research on brand authenticity demonstrates that perceptions of genuineness are positively associated with trust because consumers are more likely to trust organizations whose actions appear congruent with their communicated values (Kleynhans et al., 2022; Li and Shan, 2025; Portal et al., 2019). Trust subsequently serves as a central mechanism through which favourable consumer evaluations are formed (Jamal et al., 2023; Jongmans et al., 2022). Numerous studies have shown that, particularly in green marketing contexts, trust enhances positive attitudes toward brands and strengthens consumer-brand relationships (Daou et al., 2025; Jesse et al., 2025; Jung et al., 2014; Liu et al., 2025; Monfort et al., 2025; Tikaro, 2025). Given Generation Z's preference for transparency, authenticity, and corporate accountability, trust may be particularly important in shaping their evaluations of sustainability-oriented brands.

In addition to organizational signals, consumer predispositions may also shape perceptions of brand authenticity (Hernandez-Fernandez and Lewis, 2019). Brand activism beliefs reflect the extent to which consumers support corporate engagement in social and environmental issues (Saracevic and Schlegelmilch, 2024). Among Generation Z consumers, support for corporate activism is often stronger than among previous generations because younger consumers increasingly expect brands to take visible positions on societal and environmental challenges. Consumers who hold stronger brand activism beliefs are therefore likely to evaluate sustainability-oriented communications more positively because such communications align with their personal values and expectations of corporate responsibility (Cardoso et al., 2026). Consequently, these consumers should be more likely to perceive brands as genuine and authentic.

Taken together, Signaling Theory and authenticity research suggest that both green website communications and brand activism beliefs contribute to perceptions of brand genuineness, which subsequently foster trust and lead to more favourable brand attitudes. Because Generation Z consumers place considerable importance on sustainability, transparency, and corporate responsibility, these mechanisms are expected to be particularly influential in shaping their evaluations of sustainability-oriented brands. The following hypothesis is proposed:

H2: Among Generation Z consumers, the effects of green website exposure and brand activism beliefs on brand attitude are sequentially mediated by perceived brand genuineness and trust, such that both factors independently positively influence perceptions of brand genuineness, which increase trust and, in turn, enhance brand attitudes.

4 Materials and methods

4.1 Research design

This study employs a between-subjects experimental design to examine the effects of sustainable digital marketing tactics on consumer attitudes and pre-purchase behaviour among Generation Z consumers. The design compares responses to sustainability-oriented brand efforts with responses to non-sustainability-focused brand communications (Supplementary Appendix A).

4.2 Pretest 1

The purpose of Pretest 1 (Supplementary Appendix C) was to assess whether the selected products and brands used as experimental stimuli were appropriate, familiar, and recognizable to Generation Z consumers. Consistent with recommendations in experimental consumer research (Perdue and Summers, 1986; Viglia et al., 2021), participants evaluated the selected product categories and brands using measures of product category familiarity, brand familiarity, brand recognizability, and perceived sustainability orientation adapted from prior literature (Campbell and Keller, 2003; Chen, 2010; Kent and Allen, 1994; Macdonald and Sharp, 2000; Zaichkowsky, 1985). The findings confirmed that the selected product categories and brands were highly recognizable and relevant to Generation Z consumers, while the sustainability-oriented brands were perceived as significantly more environmentally focused than the control brands (e.g., Kumar and Panda, 2025).

4.3 Stimuli

In contemporary markets, organizations increasingly employ sustainability-related communications to signal their commitment to environmental and social responsibility. Corporate websites are particularly important in this regard because they represent a primary interface through which consumers evaluate organizational values, legitimacy, and commitment to sustainability. This issue is especially relevant for Generation Z consumers, who rely heavily on digital platforms when seeking information about brands and frequently assess whether corporate actions align with communicated sustainability values. According to Signaling Theory (Connelly et al., 2025; Spence, 1973), consumers rely on observable organizational cues to infer unobservable characteristics such as sincerity, credibility, and trustworthiness. Consequently, sustainability-related website communications function as signals that may influence consumers’ perceptions of a brand's underlying motives and commitments.

The experimental stimuli consisted of real brand websites selected based on the presence or absence of sustainability-oriented communication (Table 1). Real brands were deliberately selected to enhance ecological validity and simulate realistic digital environments familiar to Generation Z consumers, thereby facilitating natural engagement with the stimuli and reducing potential confusion during the experimental process. This choice is consistent with prior consumer research showing that real-brand designs can enhance external validity and generalizability when consumers’ responses to actual brands are of interest (Carrillat et al., 2024; Gidaković and Zabkar, 2022). The selected brands represented three product categories—fashion, cosmetics, and ice cream. Moreover, because green communication is conceptualized as a brand signal, its interpretation is inherently embedded within the brand context. The use of different brands across conditions therefore entails a trade-off between experimental control and ecological validity, as pre-existing brand associations may contribute to observed differences; accordingly, the findings are interpreted as evidence consistent with the proposed signaling mechanism in realistic branded contexts rather than as an isolated effect of sustainability communication.

Table 1. Experimental stimuli

The sustainability condition includes brands widely recognized for their environmental positioning and activism, namely Patagonia, The Body Shop, and Ben and Jerry's. These brands prominently communicate environmental responsibility, ethical sourcing, and sustainability-driven values through their digital platforms.

The control condition includes brands that primarily emphasize product-related attributes such as style, aesthetics, convenience, or product performance without foregrounding environmental sustainability. These include PullandBear, KIKO Milano, and Halo Top.

4.4 Participants

Data were collected through an online questionnaire administered via Prolific, an online research platform widely used in academic research. Prolific provides access to participants with diverse characteristics, adheres to established ethical standards, and enables researchers to apply detailed screening criteria based on demographic and behavioural characteristics (Palan and Schitter, 2018; Peer et al., 2017).

Participants were born between 1995 and 2008. Although Generation Z is commonly defined as extending to 2010 or 2012, the upper boundary was set at 2008 to ensure that all participants were at least 18 years old, in line with ethical requirements and Prolific's eligibility requirements. Before participation, all participants were informed about the study and provided electronic informed consent by selecting “Yes”.

Participants were recruited through Prolific from European countries characterized by relatively high levels of environmental concern, climate change awareness, and sustainability-oriented consumer behaviour, as indicated by findings from the European Commission's Special Eurobarometer 565: Climate Change (2025). The participating countries included Sweden, Denmark, Finland, the Netherlands, Germany, and Austria. A target sample size of approximately 257 respondents was established to ensure adequate statistical power for testing the proposed moderation and mediation effects. All participants belonged to Generation Z, a cohort distinguished by formative experiences shaped by technological advancements and changing socioeconomic conditions (Dimock, 2019; Ismail et al., 2021).

4.5 Experimental process

The study employed a between-subjects experimental design to examine the effects of sustainability-oriented brand activism on Generation Z consumers’ attitudes and pre-purchase behaviour, while considering the moderating role of consumer locus of control (LoC) and the mediating role of brand activism belief as well as exposure to the website of a green oriented brand (Supplementary Appendix A).

Prior to exposure to the experimental stimuli, participants completed pre-exposure measures assessing consumer locus of control and perceptions of brand activism. Consumer locus of control classified respondents according to stronger internal or external control orientations (Busseri et al. 1998). Brand activism reflects consumers’ perceptions of brands that engage in environmental activism (Saracevic and Schlegelmilch 2024). Both variables were treated as moderating factors that could influence consumer responses across the two experimental conditions.

Participants were randomly assigned to one of two experimental conditions: (1) exposure to a sustainability-oriented brand activism website (experimental condition) or (2) exposure to a non-brand-activism website (control condition). The experimental stimuli consisted of real brand websites selected based on the extent to which they communicated environmental responsibility, sustainability values, and brand activism.

Following random assignment, participants were instructed to imagine that they were browsing online and considering purchasing from the presented brand. Participants then viewed the assigned website stimulus as long as they wish at their time and pace (median exposure time 2–3 min). Subsequently, participants completed post-exposure measures assessing website user trust (Flavián et al., 2006), attitude toward the website (Chen and Wells, 1999), perceived brand genuineness (‘t Hart and Phau, 2022), attitude toward the brand (Spears and Singh, 2004), and pre-purchase intention (Dodds et al., 1991; Spears and Singh, 2004). After exposure, participants completed manipulation-check items assessing perceived sustainability orientation and brand activism. All constructs are measured using seven-point Likert-type scales ranging from 1 (strongly disagree) to 7 (strongly agree) or 1 (strongly disagree) to 5 (strongly agree). Measurement items are adapted from established scales in prior research (Supplementary Appendix B).

The experimental process was designed to examine whether exposure to sustainability-oriented brand activism websites produced stronger positive consumer responses than exposure to non-activism websites and whether these effects differed according to consumers’ locus of control orientation.

To assess the effectiveness of the experimental manipulation, participants evaluate the extent to which the brand emphasizes sustainability using items such as “This brand emphasizes sustainability,” “This brand appears environmentally responsible,” and “This brand promotes eco-friendly values.” Significant differences between conditions indicated successful manipulation.

4.6 Measurement and operationalization of consumer locus of control

Consumer locus of control was assessed prior to exposure to the experimental stimuli using the consumer-specific measure developed by Busseri, Lefcourt, and Kerton (1998). Following reverse coding, a composite score was calculated by averaging responses across the 18 items. The scale demonstrated good internal consistency (Cronbach's α = .829).

Consistent with the theoretical distinction between internal and external control orientations (Nießen et al., 2022), consumer locus of control was operationalized using an internal–external classification, an approach also employed in prior empirical research (e.g., Kader, 2022). Rather than using a sample-dependent median split, participants were classified according to the theoretical midpoint of the seven-point response scale (4). Participants with mean scores ≤ 4 were classified as relatively external-oriented, whereas those with scores > 4 were classified as relatively internal-oriented. This criterion provided a transparent distinction between respondents positioned on either side of the scale midpoint.

5 Results

As shown in Table 2, all study constructs demonstrated acceptable to excellent levels of internal consistency. The highest reliability coefficient was observed for Purchase Intention (α = .973), followed by Website User Trust (α = .953) and Attitude Toward the Brand (α = .918). The lowest reliability coefficient was observed for the Willingness to Buy (Prepurchase Intentions) scale (α = .684), which was considered acceptable for exploratory research purposes. Overall, the reliability results support the use of the scales in subsequent statistical analyses.

Table 2. Cronbach’s alpha for constructs

Cronbach's alpha values above .70 indicate acceptable internal consistency, values above .80 indicate good reliability, and values above .90 indicate excellent reliability.

5.1 Hypothesis H1

To examine whether locus of control influences consumers’ responses to green website communications, a two-stage analytical approach was employed. First, a two-way MANOVA was conducted with website type (green versus non-green website) and locus of control group (internal versus external orientation) as independent variables and website attitude, trust, purchase intention, perceived brand genuineness, and brand attitude as dependent variables. The MANOVA served as the primary test of the moderating role of locus of control and revealed a significant multivariate interaction effect, indicating that consumer responses to green website communications varied according to locus of control orientation. To further explore the psychological mechanism underlying this interaction, a moderated mediation analysis was subsequently performed using PROCESS Model 7 (Hayes, 2018). Specifically, website type was specified as the independent variable, perceived brand genuineness as the mediator, brand attitude as the dependent variable, and locus of control as the moderator, while controlling for brand activism beliefs. This supplementary analysis was conducted to investigate whether differences in consumers’ perceptions of brand genuineness explain why internally oriented consumers respond more favorably to green website communications than externally oriented consumers.

A two-way MANOVA was conducted to examine whether locus of control (internal versus external orientation) moderated the effects of website type (green versus non-green website) on dependent variables; website attitude, trust, purchase intention, perceived brand genuineness, and brand attitude (Table 3). Because Box's M test was significant (p = .010), Pillai's Trace was used as the preferred multivariate statistic. Results revealed a significant multivariate interaction between website type and locus of control, Pillai's Trace = .045, F(5,249) = 2.337, p = .043, partial η² = .045. Follow-up univariate analyses indicated significant interaction effects for trust, F(1,253) = 4.797, p = .029, perceived brand genuineness, F(1,253) = 4.284, p = .039, and brand attitude, F(1,253) = 4.224, p = .041. No significant interaction effects were observed for website attitude or purchase intention.

Table 3. MANOVA Green vs non-Green - Locus of Control Group.

*Computed using alpha=.05

5.1.1 H1a) the indirect effect

To further explore the underlying mechanism, a moderated mediation analysis was conducted using PROCESS Model 7 (Hayes, 2018). Website type was specified as the independent variable, perceived brand genuineness as the mediator, brand attitude as the dependent variable, and locus of control as the moderator. Brand activism beliefs were included as a covariate.

A moderated mediation analysis was conducted using PROCESS Model 7 (Hayes, 2018) to examine whether locus of control moderated the indirect effect of website type on brand attitude through perceived brand genuineness. Website type (green versus non-green website) was specified as the independent variable, perceived brand genuineness as the mediator, brand attitude as the dependent variable, and locus of control group as the moderator. Brand activism beliefs were included as a covariate (Table 4), (Supplementary Appendix D).

Table 4. Moderated mediation analysis predicting brand attitude (PROCESS Model 7, N = 257)

Unstandardized coefficients are reported. Bootstrap confidence intervals are based on 5,000 resamples. The moderator (locus of control) and predictor (website type) were mean-centered prior to analysis. Significant indirect effects are indicated when the 95% bootstrap confidence interval does not include zero.

The mediator model was significant, R2 = .280 F(df1:4, df2: 252) = 24.48, p = .000 < .001. Website type positively influenced perceived brand genuineness (b = .621, p < .001), while brand activism beliefs also exerted a significant positive effect (b = .425, p < .001). The interaction between website type and locus of control was marginally significant (b = .546, p = .086).

Conditional effects indicated that green website exposure significantly increased perceived brand genuineness among internally oriented consumers (b = .706, p < .001), whereas the effect was not significant among externally oriented consumers (b = .160, p = .585).

The outcome model predicting brand attitude was also significant, R2 = .495, F(df1:3, df2:253) = 82.71 p = .000 < .001. Perceived brand genuineness positively predicted brand attitude (b = .507, p = .000 < .001), whereas the direct effect of website type on brand attitude was not significant (b = −.093, p = .179).

Bootstrap analyses showed that the indirect effect of website type on brand attitude through brand genuineness was significant among internally oriented consumers [Effect = .358, 95% CI (.221,.507)], but not among externally oriented consumers [Effect = .081, 95% CI (-.207,.379)]. However, the index of moderated mediation was not statistically significant [Index = .277, 95% CI (-.042,.609)], as the confidence interval included zero.

Taken together, the MANOVA and PROCESS findings suggest that internally oriented consumers are more responsive to green website communications, primarily because such communications enhance perceptions of brand genuineness, which subsequently contribute to more favourable brand attitudes. Therefore, H3 received partial support.

Green websites do not work equally for all consumers. Their effectiveness depends on consumers’ locus of control orientation. This finding is consistent with Rotter's Locus of Control Theory (1966), suggesting that consumers who believe actions can influence outcomes are more likely to respond positively to sustainability-related corporate communications.

5.2 Hypothesis H2

A serial mediation analysis was conducted using PROCESS Model 6 with website type (green versus non-green website) as the independent variable, perceived brand genuineness as the first mediator, trust as the second mediator, and brand attitude as the dependent variable. Brand activism beliefs were included as a covariate (Table 5), (Supplementary Appendix D).

Table 5. Serial mediation analysis predicting brand attitude (PROCESS Model 6, N = 257)

Unstandardized coefficients are reported. Bootstrap confidence intervals are based on 5,000 resamples. Indirect effects are statistically significant when the 95% bootstrap confidence interval does not include zero. WSTYPE, website type; M₁, brand genuineness; M₂, trust.

The results indicated that exposure to the green website significantly increased perceptions of brand genuineness (b = .632, p < .001). Perceived brand genuineness significantly predicted trust (b = .820, p < .001), while trust significantly predicted brand attitude (b = .218, p < .001).

Although the direct effect of website type on brand attitude was not significant (b = -.077, p = .247), the total indirect effect was significant [Effect = .304, 95% CI (.180,.434)]. Furthermore, the serial indirect effect through brand genuineness and trust was significant [Effect = .113, 95% CI (.053,.194)].

These findings suggest that green website communications do not directly improve brand attitudes. Rather, consumers first interpret green website information as a signal of brand genuineness, which subsequently enhances trust and ultimately leads to more favourable brand attitudes. Therefore, H2 was supported.

6 Conceptual framework

Figure 1 presents the conceptual framework underpinning this study, which is grounded in Signaling Theory (Spence, 1973). The model proposes that green website communications serve as sustainability signals that influence Generation Z consumers’ evaluations of a brand. Specifically, exposure to sustainability-related website content is expected to enhance perceptions of brand genuineness, which subsequently increases trust and leads to more favourable brand attitudes. The framework further suggests that this process is contingent upon consumers’ locus of control, such that individuals with a more internal locus of control are more likely to interpret sustainability signals as credible and meaningful indicators of corporate commitment. In addition, brand activism beliefs are expected to positively influence perceptions of brand genuineness, as consumers who support corporate engagement in social and environmental issues may be more receptive to sustainability-oriented communications. Together, these relationships explain how organizational sustainability signals and individual consumer characteristics jointly shape brand evaluations among Generation Z consumers.

7 Discussion

The present study examined how Generation Z consumers respond to green website communications and investigated the psychological mechanisms through which such communications influence brand evaluations. The findings demonstrate that green website communications are not interpreted uniformly among Generation Z consumers (e.g., Nwaukwa and Esenyel, 2026). Rather, their effectiveness depends on individual psychological characteristics, particularly locus of control. Consistent with Rotter’s (1966) locus of control theory, Generation Z consumers with an internal locus of control responded significantly more positively to green website communications than those with an external locus of control. Internally oriented consumers reported higher levels of perceived brand genuineness, trust, and brand attitude following exposure to a green website. Beyond confirming previous research, linking internal locus of control to pro-environmental behaviour (e.g., Backer and Prasanth 2024; Megha, 2024), these findings suggest that locus of control also shapes how consumers interpret sustainability-related signals. Specifically, internally oriented consumers appear more likely to perceive sustainability initiatives as meaningful and credible indicators of corporate commitment, thereby enhancing the persuasive impact of green communications.

The results further extend previous research linking internal locus of control to environmentally responsible consumption and pro-environmental behaviour (Backer and Prasanth, 2024; Chen et al., 2024; Megha, 2024). While previous studies primarily focused on sustainable consumption behaviours, the present research demonstrates that locus of control also influences how Generation Z consumers interpret corporate sustainability communications in digital environments. Specifically, internally oriented Generation Z consumers appear more willing to perceive sustainability-related website content as authentic indicators of genuine corporate commitment, whereas externally oriented consumers remain more skeptical regarding the effectiveness and sincerity of environmental initiatives.

Interestingly, no significant interaction effect emerged for purchase intention, despite significant effects on perceived brand genuineness, trust, and brand attitude. This finding suggests that among Generation Z consumers, favourable evaluations of sustainability communications do not necessarily translate into immediate behavioural intentions. Consistent with the well-documented attitude–behaviour gap in sustainable consumption research (e.g., Park and Lin 2020; Schäufele and Janssen 2021; Schäufele and Janssen 2021; Zhuo et al. 2022), consumers may appreciate and support sustainability initiatives while simultaneously considering additional factors, such as price, product quality, personal relevance, and brand fit, before forming purchase intentions. Thus, sustainability communications appear more effective in shaping cognitive and affective evaluations than in directly influencing behavioural outcomes.

The findings also provide strong support for Signaling Theory (Spence, 1973). Green website communications function as signals through which organizations communicate their environmental values and sustainability commitments. However, the effectiveness of these signals depends not merely on their presence but on how they are interpreted by consumers. For Gen Z consumers, who are often characterized as highly sustainability-conscious yet simultaneously skeptical of corporate environmental claims, perceptions of authenticity become particularly important. The results indicate that sustainability-related website communications influence consumer evaluations only when they are perceived as genuine representations of organizational values. Collectively, these findings suggest that the effectiveness of sustainability communications depends less on the mere presence of environmental claims and more on consumers’ interpretations of those claims as credible signals of organizational commitment.

A central contribution of the study is the identification of perceived brand genuineness as a critical mechanism linking sustainability communications and brand evaluations. Across both hypotheses, brand genuineness emerged as the primary factor through which green website communications influence trust and brand attitudes. Exposure to a green website significantly enhanced perceptions of brand genuineness, which subsequently increased trust and ultimately strengthened brand attitudes. These findings are consistent with authenticity research suggesting that consumers are more likely to trust and support brands that appear sincere, transparent, and aligned with their communicated values (Morhart et al., 2015; Napoli et al., 2014).

The findings further demonstrate the importance of trust as a downstream consequence of authenticity perceptions. Trust has long been recognized as a cornerstone of successful consumer–brand relationships (Morgan and Hunt, 1994). In sustainability contexts, trust becomes even more important because consumers often face uncertainty regarding the credibility of environmental claims. The present findings suggest that Gen Z consumers do not automatically trust brands that communicate sustainability initiatives. Instead, trust develops only after sustainability communications are perceived as authentic and credible. This finding aligns with recent sustainability marketing research indicating that authenticity is a prerequisite for trust formation in green marketing contexts.

Another important contribution concerns the role of brand activism beliefs. Generation Z consumers, who reported stronger support for corporate engagement in social and environmental issues, were significantly more likely to perceive sustainability-oriented brands as genuine. This finding suggests that brand activism beliefs function as a value-based lens through which sustainability communications are interpreted. Consumers who expect brands to actively address societal and environmental challenges may perceive sustainability communications as more congruent with their personal values, thereby enhancing perceptions of authenticity and trustworthiness. Rather than directly influencing brand attitudes, such beliefs operate through authenticity perceptions and trust formation, highlighting the importance of value congruence between consumers and organizations.

Interestingly, neither green website exposure nor brand activism beliefs exerted significant direct effects on brand attitude once brand genuineness and trust were included in the model. This finding suggests that positive brand evaluations are not generated simply through exposure to sustainability messages. Instead, Generation Z consumers first evaluate whether sustainability communications are authentic and trustworthy before forming favourable attitudes toward the brand. Consequently, authenticity and trust represent essential psychological mechanisms through which sustainability communications influence brand evaluations.

8 Managerial implications

The findings provide several important managerial implications for organizations seeking to engage Generation Z consumers through sustainability communications.

First, organizations should recognize that simply communicating environmental initiatives is insufficient to generate favourable brand evaluations. Generation Z consumers appear highly attentive to the authenticity of sustainability claims and are unlikely to respond positively to sustainability messages that lack credibility. Consequently, firms should prioritize transparency, consistency, and evidence-based sustainability communications.

Second, because brand genuineness emerged as the strongest mechanism influencing trust and brand attitudes, managers should focus on demonstrating alignment between communicated sustainability values and actual organizational practices. Sustainability communications should be supported by measurable environmental achievements, third-party certifications, transparent reporting, and verifiable commitments to sustainability goals.

Third, organizations should recognize that different segments of Generation Z consumers respond differently to sustainability communications. Consumers with stronger internal control beliefs, appear more receptive to sustainability messages because they perceive organizational actions as capable of generating meaningful environmental change. Consequently, sustainability campaigns may be particularly effective when they emphasize collective impact, consumer empowerment, and the tangible outcomes of environmental initiatives.

Fourth, firms should actively cultivate trust through authentic communication strategies. Rather than relying on promotional sustainability claims, organizations should provide detailed evidence of environmental performance and communicate both achievements and challenges. Such transparency may strengthen perceptions of sincerity and reduce skepticism associated with greenwashing.

Finally, the findings highlight the importance of brand activism among Generation Z consumers. Organizations that engage in environmental and social issues should ensure that activism initiatives are consistent with core organizational values and supported by concrete actions. When activism is perceived as authentic rather than opportunistic, it can enhance perceptions of brand genuineness, strengthen trust, and improve brand evaluations.

9 Conclusion

This study investigated how Generation Z consumers respond to green website communications and examined the psychological mechanisms underlying these responses. The findings demonstrate that sustainability communications influence brand evaluations through a process of authenticity and trust formation rather than through direct persuasion.

The results reveal that Generation Z consumers with an internal locus of control respond more favourably to green website communications than externally oriented consumers, particularly in terms of perceived brand genuineness, trust, and brand attitude. These findings suggest that individual differences in perceived control serve as an important boundary condition influencing the effectiveness of sustainability communications.

The study also demonstrates that green website communications and brand activism beliefs influence brand attitudes indirectly through perceptions of brand genuineness and trust. Brand genuineness emerged as the critical mechanism through which sustainability-related communications are translated into favourable consumer evaluations. Trust subsequently reinforces these positive evaluations and contributes to stronger brand attitudes.

Overall, the findings suggest that successful sustainability communication requires more than communicating environmental commitments. For Generation Z consumers, sustainability messages must be perceived as authentic, credible, and consistent with organizational actions. In an era characterized by increasing skepticism toward corporate sustainability claims, organizations that successfully establish perceptions of genuineness and trust are more likely to build favourable relationships with Generation Z consumers and strengthen long-term brand value.

10 Limitations and future research

Several limitations should be acknowledged when interpreting the findings of this study. First, the research focused exclusively on Generation Z consumers, which may limit the generalizability of the results to other generational cohorts that may differ in their sustainability attitudes, digital behaviours, and responses to corporate communications. Future studies should examine whether the observed relationships hold across different age groups and cultural contexts. Second, the study investigated responses to sustainability communications presented through a corporate website, whereas consumers increasingly encounter sustainability-related messages across multiple digital touchpoints, including social media, influencer content, mobile applications, and AI-generated communications. Future research could explore whether the effects identified in this study vary across communication channels and technological environments. Third, although the study examined purchase intention as an outcome variable, it did not assess actual purchasing behaviour. Given the persistent attitude–behaviour gap in sustainable consumption, future research should investigate whether perceptions of brand genuineness and trust translate into observable behavioural outcomes. Fourth, consumer locus of control was operationalized through an internal–external split based on the midpoint of the measurement scale. Although this approach enabled the examination of differences between relatively internal- and external-oriented consumers, future research could further investigate locus of control as a continuous construct or employ alternative validated approaches to capture variation in control orientations. Fifth, the experimental design employed real brands and existing websites to enhance ecological validity and simulate realistic marketplace encounters. Future research could replicate the study using controlled or fictitious brands, or the same brand across experimental conditions, to strengthen experimental control and isolate the pre-attitudinal effects. Finally, future studies could examine additional psychological and contextual factors, such as environmental concern, skepticism toward green marketing, political ideology, or AI literacy, which may further influence how consumers interpret sustainability communications and evaluate sustainability-oriented brands.

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Supplementary material

The Supplementary Material for this article can be found online at: https://www.frontiersin.org/articles/10.3389/fcomm.2026.1904390/full#supplementary-material

Supplementary material Supplementary material at the source

Footnotes

Edited by: Christina Boutsouki, Aristotle University of Thessaloniki, Greece

Reviewed by: Florin Nechita, Transilvania University of Brașov, Romania

Solomiia Fedushko, Lviv Polytechnic National University, Ukraine