Emotions are key: How feelings guide the purchase of sustainable chocolate

Emotions are key: How feelings guide the purchase of sustainable chocolate

In a recent study, an international research team, including the University of Göttingen, examined the influence of emotions on the willingness to pay for sustainably produced food. The results, which were published in the journal Q Open, show how crucial emotional messages in social media are for consumer behavior.

As part of the study, participants were divided into four groups and saw different social media posts about cocoa farming - either factual or emotional content. The researchers found that emotionally charged content, particularly through negative emotions such as fear, anger or sadness, increases the willingness to pay for sustainable chocolate in the short term. The emotional appeal is therefore an effective means of sensitizing consumers to sustainable products.

Long-term effects of emotional appeal

However, the study also shows that the effect of emotional content decreases within two weeks. After some time, participants who were confronted with emotional content rated sustainable seals lower than the group who received factual information. This suggests that while emotional campaigns can increase willingness to pay in the short term, the timing and type of campaigns are critical to long-term success.

In addition, it was found that factual information is at least as effective as emotional messages in the medium term. This means that companies should find a balance between emotional and factual content in order to promote sustainable consumption in the long term.

The role of sustainable marketing

The topic of sustainable marketing is becoming increasingly important in consumer awareness. Companies that implement this strategy can promote more environmentally conscious purchasing behavior. Innovative campaigns and conscious messages strengthen consumers' environmental awareness. Transparent communication about production methods and ethical sourcing builds trust between brands and buyers.

More and more consumers are looking for brands that reflect environmental and social responsibility. Sustainable marketing has a positive impact on purchasing decisions, which significantly increases demand for environmentally and socially responsible products. Technologies such as apps and virtual reality also support the communication of environmentally friendly messages and make sustainable marketing an essential pillar for economically successful brands.

Companies that are able to inspire consumers to live a more sustainable lifestyle not only contribute to the environment, but also benefit from a growing market for sustainable products. This development could have far-reaching implications for the way consumer behavior is shaped in the coming years.

The combination of the study results from the University of Göttingen and the knowledge about the trend reversal in sustainable marketing impressively illustrates that emotional appeal in social media and the fundamental responsibility of companies must come together in order to shape a sustainable future. uni-goettingen.de reports that this is also an opportunity for brands to strengthen their image and intensify consumer loyalty. Loud twoseconds.de Sustainable marketing therefore becomes a decisive factor for economic success. As these trends continue to influence consumers' purchasing decisions, it remains to be seen how companies will implement the insights gained.