The aim of this paper is to examine the impact of sustainability advertising on brand personality, credibility, attitude toward the ad and brand attitude; special attention was given to whether or not environmental and social sustainability advertising have different effects. The results of an online survey revealed that environmental sustainability advertising has a stronger influence than social sustainability advertising. Thus, the findings suggest that a focus on environmental aspects delivers the more impactful advertising content when promoting a brand’s sustainability. This result is consistent with the existing studies on the sub-dimensions of sustainability; although only researched in different contexts, earlier findings also showed that environmental sustainability has a higher impact. Furthermore, an explicit integration of environmental aspects into the measurement of brand personalities offers a new and interesting field of future research. The study is based on data collected from 166 respondents. The impact of sustainability advertising is investigated by an experimental manipulation of the advertising condition. To test the hypotheses, structural equation models are applied, as well as one-way analyses of variance.

本文的目的是研究可持续性广告对品牌个性，信誉，对广告的态度和品牌态度的影响；特别关注环境和社会可持续性广告是否产生不同的影响。在线调查的结果表明，环境可持续性广告的影响力要大于社会可持续性广告。因此，研究结果表明，在促进品牌的可持续性时，注重环境方面可以提供更具影响力的广告内容。这一结果与关于可持续性子维度的现有研究一致；尽管仅在不同情况下进行了研究，但早期发现也表明环境可持续性具有更高的影响力。此外，将环境因素显式整合到品牌个性测量中，为未来研究提供了一个新的有趣的领域。该研究基于从166位受访者那里收集的数据。可持续性广告的影响是通过对广告条件的实验性操纵来进行调查的。为了检验假设，应用了结构方程模型以及方差的单向分析。