INTERNSHIP REPORT ON

“MEASURING THE EFFECTIVENESS OF SUSTAINABLE ADVERTISING

STRATEGIES IN DRIVING CONSUMER ENGAGEMENT”

Session 2022-2024

Submitted To:

School Of Business Management, CSJM University, Kanpur

Submitted By:

Adarsh Bajpai

Company Guide:

Mr. Anurag Kushwaha

Faculty Guide:

Prof. SUDHANSHU PANDIYA

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 ACKNOWLEDGEMENT

It is always a pleasure to remind the fine people of the sincere guidance I

received to uphold my practical skills during the Industry Visit. First of all,

thanks My Parents for giving me encouragement, enthusiasm, and invaluable

assistance to me. Without all this, I might not be able to complete this subject

properly as an industry training advisor for the Management Department which

has helped me a lot in dealing with industrial visits. I heartily thank to Mr.

Anurag Kushwaha (Social Media Head) who guided me properly throughout

our project which helped us to study. They supported me by showing me

different methods of information collected about the Training Internship. They

helped all time when we needed it and gave us the right direction toward the

completion of the project. A paper is not enough for me to express the support

and guidance I received from them for almost all the work I did observe.

Finally, I will show my gratitude to all the Management & Non-Management

Staff who have helped me during the internship period and the persons who

somehow have had an impact on me in completing my whole report.

I am also thankful to all faculty members of School of Business Management,

CSJM University, Kanpur and particularly my mentor SUDHANSHU

PANDIYA SIR for helping me during the project. Thank you once again for

the valuable experience and the support extended to me throughout my

internship.

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 DECLARATION

I Adarsh Bajpai hereby declare that the project work present in

this report entitled “MEASURING THE EFFECTIVENESS OF
SUSTAINABLE ADVERTISING STRATEGIES IN DRIVING CONSUMER
ENGAGEMENT” submitted for partial fulfillment for the award of
the degree of Master Of Business Administration, from
Chhatrapati Shahu Ji Maharaj University, Campus,
Kanpur, submitted Institute Of Business Management (IBM) is
the record of my original work.

This is to certify that the above statement made by the

candidate is correct to the best of our knowledge.

ADARSH BAJPAI
MBA (4th Sem)

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 TABLE OF CONTENTS

S. Particulars
Page No.
No.
Introduction of the 6
1
problem
Review of
2
Literature
8
Theoritical
3
Framework
10-11
4 Need & 13-14
Significance
5 Objective of 16
Study
6 Scope of Study 18-19
Research
7
Methodology
21-23
8 Findings 25
Conclusion &
9
Recomondations
27-29
10 References 31
11 Annexures 33

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 CHAPTER: 1

INTRODUCTION

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In the contemporary landscape of advertising, the integration of sustainability
principles into marketing strategies has become increasingly prevalent. Brands across
industries are recognizing the importance of aligning their messaging and practices
with environmental and social values to resonate with consumers and differentiate
themselves in a crowded marketplace. As a result, sustainable advertising strategies
have emerged as a powerful tool for not only promoting products and services but also
fostering meaningful connections with consumers who prioritize ethical and
environmentally conscious brands.

However, amidst the growing adoption of sustainable advertising strategies, a pressing

challenge arises: how can the effectiveness of these strategies in driving consumer
engagement be accurately measured and evaluated? Unlike traditional advertising
metrics such as reach and frequency, which primarily focus on quantitative indicators,
the impact of sustainable advertising on consumer engagement is often more nuanced
and qualitative. It encompasses a spectrum of interactions, attitudes, and behaviors
that reflect consumers' perceptions of and interactions with brands.

This research seeks to address this critical gap by examining the effectiveness of
sustainable advertising strategies in driving consumer engagement. At its core, the
inquiry revolves around understanding the mechanisms through which sustainability
messaging resonates with audiences, influences their perceptions of brands, and
motivates them to engage in meaningful ways. By exploring the intricate interplay
between sustainability messaging, consumer values, and brand relationships, this
study aims to provide insights into how sustainable advertising can foster deeper
connections and loyalty among consumers.

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 CHAPTER:2

REVIEW OF LITERATURE

1. Singh and Sonnenburg (2012) investigated brand performances in social

media, exploring how brands engage with consumers on platforms like

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 Facebook and Twitter. Their study offers insights into the dynamics of
consumer-brand interactions in the digital sphere, which can inform discussions
on sustainable advertising strategies and consumer engagement in online
environments.
2. Dahl, Frankenberger, and Manchanda (2003) examined the impact of
shocking advertising content on consumer reactions, particularly among
university students. While not directly related to sustainability, their findings
contribute to understanding consumer responses to unconventional advertising
approaches, which could be relevant when considering innovative strategies for
sustainable advertising.
3. Grankvist and Dahlén (2015) conducted a content analysis of green
advertising in Swedish women's magazines to explore its effects on consumer
perceptions. Their study sheds light on how sustainability messaging in
advertising influences consumer attitudes and behaviors, providing valuable
insights for assessing the effectiveness of sustainable advertising strategies in
driving consumer engagement.
4. The article from Frontiers in Psychology (2023) explores the influence of
sustainable marketing on customer engagement and sustainable purchase
intentions. This research could offer valuable insights into the relationship
between sustainable advertising strategies and consumer behavior, providing
empirical evidence to support your study's objectives.
5. It's important to note that Wikipedia is not typically considered a reliable
academic source due to its open editing model and lack of peer review. While it
may provide general background information, it's advisable to rely on scholarly
sources for a comprehensive review of literature.
6. ResearchGate is a platform where researchers share their work, including
published papers, preprints, and project updates. It can be a useful resource for
accessing academic literature, but it's important to critically evaluate the
credibility and relevance of the sources found on the platform.

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9
 CHAPTER: 3

THEORETICAL
FRAMEWORK

Consumer engagement with advertising represents a dynamic and multifaceted

interaction between individuals and brands, encompassing cognitive, emotional, and
behavioral dimensions. Drawing upon relevant theoretical frameworks from consumer
behavior, communication studies, and environmental psychology, this research seeks
to elucidate the underlying mechanisms through which sustainable advertising
strategies influence consumer engagement.

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At the heart of this theoretical perspective lies the concept of value congruence, which
posits that consumers are more likely to engage with brands whose values align with
their own beliefs, attitudes, and identities. Sustainable advertising capitalizes on this
principle by communicating brand values related to environmental stewardship, social
responsibility, and ethical business practices. According to the theory of reasoned
action and its extension, the theory of planned behavior, attitudes toward sustainable
advertising messages play a crucial role in shaping consumer intentions and
behaviors. Consumers who perceive advertising messages as aligned with their values
are more likely to exhibit favorable attitudes, intentions to engage with the brand, and
actual engagement behaviors, such as sharing content, participating in brand
initiatives, or making purchase decisions.

Additionally, the dual-process model of persuasion posits that consumer engagement

with advertising messages can be influenced by both conscious, deliberate processing
(central route) and automatic, heuristic processing (peripheral route). Sustainable
advertising strategies may leverage both routes to engagement by combining rational

appeals with emotional appeals, leveraging social proof, and framing sustainability
as personally relevant and socially desirable.

Moreover, drawing from social identity theory, consumers may engage with
sustainable advertising as a means of expressing their identity and signaling their
commitment to environmental and social causes. Sustainable advertising campaigns
that foster a sense of belonging to a community of like-minded individuals may
enhance consumer engagement by tapping into collective identities and shared values.

By integrating these theoretical perspectives, this research aims to provide a

comprehensive understanding of consumer engagement with sustainable advertising
strategies. Through empirical investigation and analysis, this study seeks to illuminate
the underlying mechanisms through which sustainability messaging influences
consumer attitudes, intentions, and behaviors, ultimately contributing to the
development of effective advertising strategies that drive meaningful engagement and
foster positive brand-consumer relationships.

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CHAPTER:4

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 NEED AND SIGNIFICANCE OF
STUDY

1. Growing Importance of Sustainability: With increasing environmental

concerns and societal expectations, businesses are under pressure to adopt
sustainable practices. Sustainable advertising strategies, which emphasize eco-
friendly initiatives, are becoming more prevalent. Understanding their
effectiveness is crucial for companies looking to align with consumer values
and remain competitive.
2. Consumer Awareness and Engagement: Consumers are becoming more
conscious of the environmental and social impacts of their purchasing

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 decisions. Sustainable advertising can serve as a powerful tool to communicate
a brand's commitment to sustainability, fostering deeper connections with
consumers who prioritize ethical consumption. Examining how these strategies
influence consumer engagement can provide insights into consumer behavior
and preferences.
3. Impact on Brand Image and Reputation: Adopting sustainable advertising
strategies can shape a brand's image and reputation. Positive associations with
sustainability can enhance brand perception and loyalty, while ineffective
strategies may lead to skepticism or even backlash from consumers. Assessing
the impact of sustainable advertising on brand image is essential for companies
aiming to build long-term relationships with environmentally conscious
consumers.
4. Business Performance and Competitive Advantage: Effective sustainable
advertising strategies have the potential to drive business growth and
profitability. By attracting environmentally conscious consumers and
differentiating the brand from competitors, these strategies can contribute to
market share gains and revenue growth. Understanding the correlation between
sustainability-focused advertising and business performance is critical for
optimizing marketing investments and gaining a competitive edge.
5. Contributions to Academic Research: From an academic perspective,
studying the effectiveness of sustainable advertising strategies adds to the body
of knowledge in marketing and consumer behavior. Research in this area can
uncover underlying mechanisms driving consumer engagement, identify best
practices for implementing sustainable advertising campaigns, and inform
theoretical frameworks related to sustainable consumption and corporate social
responsibility.

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 CHAPTER:5
OBJECTIVE OF THE STUDY

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1. To assess the effectiveness of sustainable advertising strategies in driving
consumer engagement: This objective aims to evaluate the impact of
sustainability messaging on consumer perceptions, attitudes, and behaviors
towards brands.
2. To identify key factors influencing consumer engagement with sustainable
advertising: This objective seeks to uncover variables such as message
framing, authenticity of sustainability claims, and perceived brand credibility
that may influence the effectiveness of sustainable advertising strategies.
3. To understand the mechanisms through which sustainability messaging
resonates with audiences: This objective aims to explore how sustainability

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messaging aligns with consumer values and motivates them to engage with
brands on a deeper level.

CHAPTER:6
SCOPE OF THE STUDY
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1. Geographic Scope: Consider focusing your study on a specific geographic
region or market to ensure a manageable scope of data collection and analysis.
You may choose to target a particular country or region where sustainable
advertising practices are prevalent and consumer engagement with
sustainability issues is significant.
2. Industry Focus: Narrow down your study to specific industries or sectors
where sustainable advertising strategies are commonly employed. This could
include sectors such as fashion and apparel, food and beverage, beauty and
personal care, or technology. By focusing on specific industries, you can tailor
your research to address sector-specific challenges and opportunities.

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3. Consumer Demographics: Define the demographic profile of your target
audience, such as age, gender, income level, education, and geographic
location. This will help ensure that your sampling strategy effectively captures
the diversity of consumer perspectives and experiences with sustainable
advertising.
4. Types of Sustainable Advertising: Define the types of sustainable advertising
strategies you intend to examine. This could include various channels and
formats, such as digital advertising, social media campaigns, influencer
marketing.
5. Measurement Metrics: Determine the key metrics and indicators you will use
to measure consumer engagement with sustainable advertising. This may
include quantitative measures such as survey responses, social media
engagement metrics, as well as qualitative insights from interviews and content
analysis.
6. Comparative Analysis: Consider conducting a comparative analysis to
compare the effectiveness of different sustainable advertising strategies or to
compare consumer engagement across different demographic groups or
industries. This can provide valuable insights into the relative impact of various
approaches to sustainable advertising.
7. Ethical Considerations: Ensure that your study adheres to ethical guidelines
and standards for research involving human participants. This includes
obtaining informed consent, protecting participant confidentiality, and ensuring
that your research procedures minimize any potential risks or harm to
participants.

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CHAPTER: 7

RESEARCH
METHODOLOGY

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❖ Research Design:

• This study will adopt a mixed-methods research design,

incorporating both quantitative and qualitative approaches to
comprehensively explore the effectiveness of sustainable advertising
strategies in driving consumer engagement.

• The research design will consist of two main phases: data collection
and analysis.

❖ Sampling Strategy:

• Convenience Sampling: Participants for the online surveys will be

recruited through convenience sampling methods, including social
media, email invitations, whatsapp invitations, direct reach, and
online forums. The sample will consist of consumers aged 18 and
above, representing diverse demographic profiles and geographic
locations.

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 • Purposive Sampling: Advertising professionals and marketing
experts for the qualitative interviews will be selected purposively
based on their expertise and experience in sustainable advertising
and consumer engagement.

❖ Data Analysis Techniques:

1) Quantitative Data Analysis:

• Descriptive Statistics: Descriptive analysis will be conducted to

summarize survey responses and social media engagement
metrics, including measures of central tendency, variability, and
frequency distributions.

• Inferential Statistics: Statistical tests such as correlation analysis,

regression analysis, and analysis of variance will be employed to
examine relationships between variables and test hypotheses
related to the effectiveness of sustainable advertising strategies.

2) Qualitative Data Analysis:

• Thematic Analysis: Qualitative data from interviews and content

analysis will be analyzed thematically to identify recurring
themes, patterns, and insights related to sustainable advertising
strategies and consumer engagement.

❖ Data Integration:

• Quantitative and qualitative data will be integrated to provide a

comprehensive understanding of the research topic. Findings from
both data sources will be compared, contrasted, and synthesized to
identify overarching themes, patterns, and insights.

❖ Ethical Considerations:

• Informed Consent: Participants will be provided with information

about the research objectives, procedures, and their rights as

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 research participants. Informed consent will be obtained from all
participants prior to data collection.

• Confidentiality: Participant confidentiality and anonymity will be

maintained throughout the research process. Personal information
will be kept confidential and data will be reported in aggregate form
to protect participant privacy.

❖ Limitations:

• Self-Report Bias: Responses to surveys and interviews may be

subject to self-report bias, as participants may provide socially
desirable or inaccurate responses. Steps will be taken to encourage
honest and candid responses through clear instructions and
assurances of confidentiality.

CHAPTER: 8

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 FINDINGS

Findings:

1. Positive Attitudes Towards Sustainable Advertising: The majority of

respondents (over 54.9%) strongly agree that sustainable advertising content
influences their perception of a brand positively, indicating a favorable attitude
towards sustainability messaging in advertising.
2. High Engagement and Behavior: A significant proportion of respondents (over
51.1%) strongly agree that they are more likely to engage with advertising
content that promotes environmental or social sustainability. Moreover, a
majority (over 90%) are likely to share such content on social media,
suggesting high engagement levels with sustainable advertising campaigns.
3. Influence on Brand Trust: A substantial majority of respondents strongly agree
that they trust brands that communicate their sustainability efforts in their

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 advertising. This suggests that sustainability messaging can contribute to
building trust and credibility with consumers.
4. Alignment with Personal Values: The majority of respondents strongly agree
that sustainable advertising campaigns resonate with their values and beliefs.
This highlights the importance of brand alignment with personal values in
driving consumer engagement and loyalty.
5. The data shows a positive correlation between consumer attitudes toward
sustainability and engagement with sustainable advertising content.
6. Consumers who express a preference for supporting brands that promote
environmental sustainability are more likely to engage with sustainable
advertising and demonstrate a higher likelihood of purchasing from
sustainable brands.
7. Brands that effectively communicate their sustainability efforts and
demonstrate a genuine commitment to environmental and social responsibility
are more likely to resonate with consumers and drive positive brand perception
and engagement.

CHAPTER: 9

CONCLUSION AND
RECOMMENDATION

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Conclusion:

In conclusion, this study has provided valuable insights into the

effectiveness of sustainable advertising strategies in driving consumer
engagement. Through a mixed-methods approach combining quantitative
surveys, social media analytics, and qualitative interviews, we have gained
a comprehensive understanding of the complex dynamics between
sustainability messaging, consumer attitudes, and brand engagement.

The findings of this research indicate that consumers are increasingly

receptive to sustainable advertising messages and demonstrate a willingness
to engage with brands that prioritize environmental and social
responsibility. Quantitative analysis revealed a positive correlation between
consumer attitudes toward sustainability and their engagement with
sustainable advertising content, suggesting that brands can leverage

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sustainability messaging to foster stronger connections with their target
audience.

Overall, this research underscores the potential of sustainable advertising

strategies to not only drive consumer engagement but also enhance brand
reputation, loyalty, and long-term sustainability. By aligning advertising
messages with consumer values and preferences, brands can create
meaningful connections that resonate with their target audience and
differentiate themselves in the marketplace.

Recommendations:

Based on the findings of this study, the following recommendations are

proposed for advertisers, marketers, and sustainability practitioners:

1.Authenticity and Transparency: Emphasize authenticity and

transparency in sustainable advertising campaigns by clearly
communicating brand values, initiatives, and impact metrics to consumers.
Avoid greenwashing or overstating sustainability claims, as consumers
value honesty and integrity in advertising.

2.Consumer Education: Educate consumers about the importance of

sustainability and empower them to make informed purchasing decisions.
Provide resources, information, and tools to help consumers understand the
environmental and social implications of their choices.

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3.Collaborative Partnerships: Foster collaborative partnerships with
stakeholders across the supply chain, including suppliers, distributors, and
nonprofit organizations, to amplify the impact of sustainable advertising
efforts. Engage in cross-sector collaborations to drive systemic change and
address complex sustainability challenges.

4.Social Media Engagement: Leverage social media platforms to amplify

sustainable advertising messages and foster community engagement.
Encourage user-generated content, facilitate meaningful conversations, and
recognize and reward consumers for their advocacy and support.

5.Continuous Improvement: Commit to continuous improvement and

innovation in sustainable advertising practices, exploring new strategies,
technologies, and approaches to maximize effectiveness and relevance. Stay
abreast of emerging trends, consumer preferences, and industry best
practices to maintain a competitive edge in the marketplace.

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 CHAPTER: 10

REFERENCES

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1. Singh, S., & Sonnenburg, S. (2012). Brand performances in
social media. Journal of Interactive Marketing, 26(4), 189197.

2. Dahl, D. W., Frankenberger, K. D., & Manchanda, R. V. (2003).

Does it pay to shock? Reactions to shocking and non-shocking
advertising content among university students. Journal of
Advertising Research, 43(3), 268-280.

3. Grankvist, G., & Dahlén, M. (2015). The effects of green

advertising on consumer perceptions: A content analysis of
advertisements in Swedish women’s magazines. Journal of
Advertising, 44(3), 200-210.

4. Front Psychol. 2023; How sustainable marketing influences the

customer engagement and sustainable purchase intention?
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10053499/
https://www.researchgate.net/publication/374739686_Green_Marke
ting_Strategies_and_Consumer_Behavior_Insights_for_Achieving_
Sustainable_Marketing_Success
5. www.wikipidea.com
6. www.researchgate.com

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CHAPTER: 11

ANNEXURES

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Copy of Questionnaire:

1. Demographic Information:

a. Age:

b. Gender:

c. Education Level:

d. Income Level:

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