Abstract
Purpose
This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).
Design/methodology/approach
The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.
Findings
The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.
Originality/value
Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.
Keywords
Citation
Szymkowiak, A. and Antoniak, M.A. (2024), "Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions", International Journal of Wine Business Research, Vol. 36 No. 3, pp. 453-472. https://doi.org/10.1108/IJWBR-11-2023-0068
Publisher
:Emerald Publishing Limited
Copyright © 2024, Andrzej Szymkowiak and Marcin Adam Antoniak.
License
Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
1. Introduction
In recent years, the wine industry has undergone notable changes, shifting from traditional methods to adopting more eco-friendly and sustainable practices. This trend is driven by environmental challenges such as changing weather patterns and alterations in grape maturation processes, which highlight the need for sustainable approaches (Galbreath et al., 2020; Jobin Poirier et al., 2021; Naulleau et al., 2021). Moreover, recent studies indicate that the European viticulture sector is increasingly focusing on sustainability as a central business strategy, pointing to a deliberate effort to improve environmental practices (Ouvrard et al., 2020). Today's consumers, especially the younger ones, are well-informed thanks to the internet, and show a growing preference for wines produced sustainably. Research emphasizes this trend, noting a particular preference among younger consumers for environmentally friendly wines (Baiano, 2021; Gazzola et al., 2022; Ruggeri et al., 2020). Moreover, studies by Gallenti et al. (2019) and Nassivera et al. (2020) suggest that millennials are specifically seeking out wines produced with sustainable practices, a preference that is being met by producers adjusting their methods accordingly. The environmental impact of the wine industry's supply chain, including carbon emissions from transportation, is also being considered, with a growing consumer preference for locally made wines, which aligns with a wider global move toward sustainability and local production (Kemp et al., 2022; Palmieri and Perito, 2020).
Social media platforms, popular among millennials and Gen Z, have significantly shaped discussions around sustainability, influencing user perspectives. Studies by Carah and Shaul (2016) and Guess et al. (2023) highlight that these platforms amplify sustainability messages, thereby influencing consumer attitudes and behaviors. Celebrity endorsements, particularly concerning sustainable wine promotions, have become an important factor in this discourse. For example, wines promoted with an eco-friendly message by a celebrity have become a notable area of interest. Increasingly, consumers are showing a preference for biodiversity-friendly and certified environmentally friendly wines, an evolution in environmental consciousness highlighted in various studies (Ruggeri et al., 2020, 2022). Furthermore, there is a growing attraction to organic wines, with consumers willing to pay more for perceived health and environmental advantages (Maesano et al., 2021; Moscovici et al., 2022; Petrontino et al., 2022).
However, as the focus on environmental awareness grows, the industry faces issues like greenwashing. Volschenk et al. (2022) stress the necessity to educate consumers about potential misinformation and emphasize the importance of authentic sustainable practices over misleading claims. The collective findings of various studies point to a strong and complex interaction between the changing wine industry, consumer preferences, and the broader theme of sustainability (Baiano, 2021; Pomarici and Vecchio, 2019; Tait et al., 2019). Essentially, the wine industry is at a pivotal moment, merging traditional practices with modern eco-friendly considerations while dealing with the challenges presented by the digital era and the significant impact of celebrity endorsements. This complex interaction requires a detailed analysis to fully grasp and capitalize on the emerging trends.
Moreover, the effectiveness of environmental responsibility messages is often heightened depending on the source. This leads us to the role of celebrity influencers, who have a substantial and varied impact on audiences. While celebrities have historically influenced public opinion, the rise of the digital era, especially social media, has expanded their influence considerably. Djafarova and Rushworth (2017) and Hess et al. (2022) delve into this phenomenon, illustrating the strong link between celebrity endorsements and consumer behavior, with platforms like Instagram serving as powerful catalysts. They describe how the combination of visual content and celebrity narratives can significantly influence consumer choices. Expanding on this, Calvo-Porral et al. (2021) discuss food consumption trends, emphasizing the importance of the credibility, attractiveness, and the alignment between the endorser and the product in influencing consumer decisions. This complex dynamic is also observed in other sectors like fast fashion, as noted by Liu (2022), who highlights the transformative role celebrities play in shaping sustainable consumption behaviors. This tendency for impulse buying, driven by celebrity endorsements, emphasizes the need to understand the underlying psychological mechanisms involved. Shi et al. (2021) contribute to this understanding by examining the role of self-concept and advertising appeal in influencing purchasing intentions. Arora et al. (2019a) further explore this by examining how celebrity characteristics, consumer attitudes, and levels of consumer engagement interact to influence behavior, suggesting that consumer behavior is influenced by a complex interplay of various factors. Supporting this, Tran et al. (2019) explore the concepts of parasocial relationships and social connectedness, analyzing how celebrities can influence consumer attitudes. Their research indicates that the depth of the connection between consumers and celebrities often determines the effectiveness of an endorsement. In the context of the wine industry, which has deep cultural significance, these influences become even more prominent. As noted by McCormick (2016), when a celebrity known for their environmental awareness collaborates with a wine brand, the impact can be significant.
The intertwining of sustainability, celebrity endorsements, and the wine sector presents a rich yet relatively unexplored research territory. While individual research endeavors have analyzed aspects such as sustainability in the wine industry (Ruggeri et al., 2020, 2022) and the effects of celebrity endorsements (Djafarova and Rushworth, 2017; Liu, 2022), scant attention has been directed toward a comprehensive analysis of their confluence within the wine industry. The conceptualization of wine as an eco-friendly commodity is still evolving, encompassing facets from cultivation to distribution (Caliskan et al., 2020; Moscovici et al., 2020). Likewise, the field of celebrity endorsements pertaining to sustainability is gradually gaining momentum. Yet, the precise mechanisms through which celebrity endorsements can influence the perception of wine, particularly in the context of sustainability, remain largely untapped in academic inquiry. The majority of existing research tends to dissect these domains separately, with only limited exploration of how celebrities might sway sustainable consumption behaviors in relation to wine (Liu, 2022). Considering the cultural and psychological intricacies tied to wine consumption (Arora et al., 2019a; Arora et al., 2019b; Shi et al., 2021), a thorough understanding of these dynamics is crucial. As there are very few recent articles discussing celebrity endorsement of wine (Calvo-Porral et al., 2023; Omeje et al., 2022), this study seeks to bridge this research gap, adopting an interdisciplinary lens to scrutinize the intricate relationships between the wine sector, celebrity endorsements, and sustainability initiatives. This is crucial to understand, as endorsement effects may vary not only depending on different kinds of food but also on different types of alcoholic beverages such as wine and beer (Calvo-Porral et al., 2023). Therefore, our core focus will be to examine the influence exerted by environmentally-conscious celebrities on the perception of wine as a sustainable product, and how this affects consumer purchasing decisions.
This research endeavors to significantly contribute to the field by offering a holistic exploration of a subject that has predominantly been segmented in existing literature. Through an amalgamation of insights from disciplines like consumer behavior, social psychology, and marketing, this study aspires to furnish a more detailed understanding of the prevailing trends and prospective trajectories of the wine sector, particularly regarding sustainability and the burgeoning role of digital celebrity endorsement.
2. Theoretical background
The role of celebrity endorsements in influencing consumers' attitudes and behaviors is well-documented in marketing and consumer behavior studies. However, there are a few (Amoateng, 2013; Pramjeeth and Majaye-Khupe, 2016) especially recent articles (Calvo-Porral et al., 2023; Omeje et al., 2022) that focus on alcohol endorsement. To the best of our knowledge there are no articles that would focus on celebrity endorsement of eco-wine. This is crucial, as the effectiveness of celebrity endorsement may vary not only between types of food but also across different categories of alcoholic beverages like beer and wine (Calvo-Porral et al., 2023).
The idea of celebrity endorsement is based on the idea that celebrities, due to their social prominence, can notably shape consumer perspectives and actions (Hennayake, 2017; Wang and Liu, 2023). A deeper exploration of this influence brings forth the source credibility model as a fundamental framework, suggesting that a celebrity's endorsement potency is grounded in their perceived expertise, reliability, and likability (Afifah, 2022; Komalasari and Liliani, 2021). In essence, if consumers regard a celebrity as credible, the messages conveyed by them tend to be perceived as more genuine and persuasive.
In contrast, the source attractiveness model proposes that the effectiveness of celebrity endorsements is driven by characteristics such as the celebrity's appearance, their similarity to the target audience, and their general likability (Calvo-Porral et al., 2021; Schimmelpfennig and Hunt, 2020; Seiler and Kucza, 2017). This form of attractiveness can enhance a product's allure, even when the celebrity lacks relevant expertise in the specific product area.
Furthermore, the alignment or compatibility between a celebrity and the product they advocate for constitutes a crucial facet in this narrative. As proposed by the match-up hypothesis, celebrity endorsements are most successful when there is a clear and logical connection between the celebrity and the product (Park and Lin, 2020; Um, 2018; Yang, 2018). This becomes especially pertinent when considering eco-friendly products. For instance, a celebrity who is known for their environmental advocacy would likely be a more credible endorser for an eco-friendly wine compared to one without such background.
Expanding on this, the meaning transfer model illuminated by various studies (Schimmelpfennig and Hunt, 2020; Wong et al., 2020; Yang, 2018), posits that celebrities carry with them a set of cultural meanings which transfer to the product during endorsement, and ultimately to the consumer upon purchase. Within the realm of eco-friendly products such as wine, this transference can augment the product's perceived value, elevating it to a potent emblem of sustainability and environmental consciousness (Dressler and Paunovic, 2021; Pomarici and Vecchio, 2019; Wong et al., 2020). Central to this theoretical discussion is the consumer's positive attitude toward the celebrity endorser, denoted here as CATT. The discussed models and hypotheses fundamentally operate on the belief that a favorable view of the celebrity can directly, and sometimes indirectly, enhance product perceptions. Particularly when the product embodies characteristics like eco-friendliness, a positive CATT can heighten these traits, bolstering their perceived genuineness and appeal. Within the wine industry, such endorsements can fulfill two roles. Firstly, amidst a plethora of brands in the eco-conscious wine market, a celebrity endorsement can highlight a brand's uniqueness, distinguishing it from others (Laverie et al., 2011). Secondly, considering the historic instances of greenwashing, eco-friendly assertions are sometimes greeted with doubt (Chuah et al., 2022; Nguyen et al., 2020). Here, a trustworthy celebrity can serve as a reliable marker of trust, authenticating the product's environmental claims and mitigating consumer concerns.
To crystallize the theoretical underpinnings, it's pertinent to hypothesize:
A positive attitude toward the celebrity endorser (CATT) will directly increase the intention to purchase the wine (PINT).
In the context of celebrity endorsements, the meaning transfer phenomenon is a process where attributes linked to celebrities are associated with the product they endorse, giving it additional perceived value and attractiveness. This is particularly noticeable with products that already have emotional or symbolic attributes, such as eco-friendly wines. Celebrities, due to their fame, hold significant cultural, emotional, and symbolic influence. Their personal histories, achievements, challenges, and even controversies add to a complex set of meanings (Febrian and Fadly, 2021; Murwaningtyas et al., 2020; Putri and Roostika, 2022). When these celebrities endorse a product, it's not just a simple endorsement; they transfer various associated meanings to the product, comparable to smaller streams flowing into a main river. In the specific case of eco-friendly wines, this transfer of meanings is greatly amplified. Historically, wine has been seen as more than just an alcoholic beverage, being linked to culture, tradition, and nature (Mouret et al., 2013; Sigala, 2019). Adding an eco-friendly aspect heightens its symbolic importance, making it a representation of sustainability and nature conservation (Beverland, 2005). The endorsement of such a product by a celebrity, particularly one recognized for their environmental or ethical stance, adds more layers of significance to it. Eco-friendly wines, when backed by celebrity endorsements, can become narratives that encompass sustainable practices, environmental respect, and the celebrity's own story. This combination of narratives can significantly influence consumer perceptions, as consuming the wine also involves engaging with its interconnected stories. A notable outcome of this narrative combination is the potential increase in the product's perceived value, not just financially but also in emotional and symbolic terms. An eco-friendly wine promoted by a celebrity known for their environmental awareness can transform into a desirable product, allowing consumers to connect with both the sustainability initiative and the celebrity's charisma.
Consequently, considering the profound impact of celebrity-embedded meanings, the ensuing hypotheses can be postulated:
A positive attitude toward the celebrity endorser (CATT) will enhance the perception of the wine as an eco-friendly product (PECO).
A positive attitude toward the celebrity endorser (CATT) will bolster the overall positive attitude toward the product (PATT).
Examining consumer behavior and the decision-making processes that follow, it's essential to analyze the complex cognitive functions that influence these decisions. A key aspect of this analysis is how celebrity endorsements affect eco-friendly product perceptions. These endorsements don't merely add a layer of appeal; they significantly influence consumer cognition, modifying their perceptions and, eventually, their actions (Ganisasmara and Mani, 2020; Journal, 2016).
Within the consumer decision-making domain, a series of steps occur, typically beginning with identifying a need or responding to a stimulus and ending with a purchase (Ingrassia et al., 2022; Sohn et al., 2020). Several factors can influence each phase of this process, but celebrity endorsements have a distinctive capacity to impact all stages. They serve as powerful triggers, directing information seeking behaviors, steering evaluations and affecting the ultimate buying decision.
In our specific discussion about eco-friendly wines, the interaction between celebrity endorsements and product perceptions is particularly important. When a celebrity promotes an eco-friendly wine, it is not only their fame that is influential. Their perceived credibility, appeal, and relevance, which are central elements in the Source Credibility and Attractiveness Models, sculpt consumer perceptions and pave the way for subsequent reactions (Ohanian, 1990; Seiler and Kucza, 2017). Moreover, these endorsements impact attitudes, not just perceptions. According to Fishbein and Ajzen, an attitude is formed from beliefs and evaluations (Ajzen, 1985; Fishbein and Ajzen, 1975). Celebrity endorsements, especially when aligned with the celebrity's personal brand and convictions, can reinforce the intensity and positivity of these beliefs, swaying evaluations in favor of the product. For eco-friendly wines, this might result in stronger trust in the product's sustainability claims or its quality, facilitated by the celebrity endorsement.
This combination of beliefs and evaluations eventually leads to behavior, specifically the intention to purchase in this scenario. An increased perception of the wine as eco-friendly, together with a positive attitude toward it, can greatly increase the likelihood to buy. This propensity is further strengthened when consumers notice a compatibility between the celebrity's image and the endorsed product, as suggested by the Match-Up Hypothesis (Till and Busler, 2000).
Given these insights into the intricate dance of cognition, perception, and behavior in the realm of celebrity-endorsed eco-friendly wines, the following hypotheses can be drawn:
A positive perception of the wine as eco-friendly (PECO) will increase the intention to purchase the wine (PINT).
A positive overall attitude toward the product (PATT) will enhance the intention to purchase the wine (PINT).
The attitude toward the celebrity endorser (CATT) will indirectly boost the purchase intention (PINT) via the heightened perception of the wine as eco-friendly (PECO).
The attitude toward the celebrity endorser (CATT) will indirectly enhance the purchase intention (PINT) through a more favorable product attitude (PATT).
The attitude toward the celebrity endorser (CATT) will have a two-step mediated effect on purchase intention (PINT) by first amplifying the perception of the wine as eco-friendly (PECO) and then through bolstering the product attitude (PATT). Research model is shown in Figure 1.
3. Method
The current study set out to thoroughly investigate the relationship between celebrity endorsement and consumer perceptions, specifically in the realm of eco-friendly products. The research utilized an online survey to combine the benefits of easy access and a broad demographic reach. A key element of the survey was a mock wine advertisement featuring the famous actress Angelina Jolie, along with a prominent “eco-friendly product” tagline. This setup served two primary objectives. Firstly, it intended to replicate real-world situations where celebrities endorse green brands. Secondly, it offered a means to explore the psychological factors influencing consumer reactions in such contexts. When participants entered the survey via the assigned online platform, they were briefed on the study's goals, promoting open and informed participation. After obtaining explicit consent from them, the study concentrated on the US populace to contextualize the results within a unique cultural framework. The interaction commenced with participants responding to the visual element in the advertisement, initially establishing if they could recognize the celebrity featured. This initial step is crucial as simple recognition can be distinct from a deeper familiarity. Consequently, after noting their recognition, participants were asked to name the celebrity. This tiered strategy stems from past research indicating that consumer responses can vary depending on different degrees of celebrity recognition (Calvo-Porral et al., 2023).
The subsequent survey sections were geared toward distilling participants' perceptions using well-established scales, ensuring the results were both credible and consistent. Perception as an Eco-friendly Product (PECO) was gauged using statements informed by Kamins and Gupta (1994), such as “How likely do you think it is that the product is eco-friendly?” Participants' Purchase Intention (PINT) was then assessed, utilizing a scale rooted in Spears and Singh's (2004) work. This section, punctuated with statements like “I would… buy this product,” aimed to discern between passive acknowledgment of the product and a proactive inclination to purchase. The study also explored Attitude Toward the Eco-promoted Product (PATT) by tapping into participants' affective responses. Drawing from the same seminal work by Spears and Singh (2004), descriptors such as “Unpleasant/Pleasant” were used to explore their emotional alignment with the wine product. In the final section, participants' general Attitude (ATTI) toward Angelina Jolie was elicited. Using a broad spectrum of descriptors, from “Unappealing/Appealing” to “Negative/Positive”, this part sought to capture the multifaceted nature of celebrity perceptions in consumer minds.
The research was conducted in the first half of 2023 in the USA. Survey access was granted to registered users on the Prolific online platform who declared alcohol consumption. The study employed a 7-point Likert scale to measure the variables, ranging from strongly disagree to strongly agree. Recognizing the potential pitfalls of online surveys, rigorous precautions were embedded into the design. Mechanisms like IP-based submission restrictions, reCaptcha integration, and sporadic attention-checks were integrated, ensuring the harvested data remained authentic and pristine. To sum up, this study's methodological scaffold, deeply rooted in established research conventions, facilitated an in-depth exploration of the intertwined realms of celebrity endorsement and consumer perceptions in the context of eco-friendly products.
Initially, 533 respondents participated in the survey. However, due to inaccurate responses to attention-checking questions or lack of familiarity with the celebrity used in the study, not all the responses could be considered for final analysis. All the participants received compensation in the form of a small monetary reward, calculated based on the average time taken to complete the survey. The research utilized a final data set of n = 478 participants, which spanned a comprehensive range of demographic groups. The age of participants oscillated between 19 and 75 years, with a mean value of 38.87 years. With respect to occupational status, a majority (59%) were employed full-time. Annual income data revealed that the largest segment (21%) earned $90,000 and above, while the distribution across other income brackets was relatively uniform. Educationally, the majority held a Bachelor's degree (47%), followed by high school graduates (27%) and those with Master's degrees (20%). Gender representation was almost equitably distributed, with females constituting 53% of the sample. Detailed demographics, encompassing specific percentages and other pertinent metrics, are elaborated upon in Table 1.
Data analysis utilized R with the “lavaan” package and JASP software.
4. Results
The validity and reliability of a measurement model are of paramount significance, offering insights into the accuracy and consistency of the constructs used in a research framework. This study adhered to rigorous statistical analyses to affirm these properties, in alignment with standards prominent in existing literature.
To begin with, item loadings, representative of the correlations between manifest items and their corresponding latent constructs, were systematically analyzed. All items exhibited loadings exceeding the benchmark of 0.7, substantiated by Hair et al. (2010). For instance, the loading for the PATT_1 item from the overall positive attitude toward the product (PATT) construct was 0.896, PECO_1 from perception of wine as eco-friendly (PECO) was 0.915, CATT_1 from the attitudes toward the celebrity endorser (CATT) construct registered at 0.87 and finally PINT_2 from the intention to purchase (PINT) reached the level of 0.891. It's imperative to note that all these loadings were statistically significant (Table 2). Reliability was assessed through multiple avenues: Cronbach's α and Composite Reliability (CR). Both are pivotal in measuring the internal consistency of items within a construct. For our constructs, PATT evidenced a Cronbach's α and CR of 0.97, PECO had values of 0.94, PINT exhibited 0.97 and CATT was consistent with a value of 0.97, all surpassing the esteemed threshold of 0.7, as advocated by Nunnally (1978) (Table 2). Ensuring convergent validity, the Average Variance Extracted (AVE) for each construct was derived. The constructs PATT, PECO, PINT and CATT manifested AVE values of 0.85, 0.84, 0.83 and 0.86, respectively, each surpassing the recommended 0.5 threshold, a barometer verified by Malhotra (2009) (Table 2). Such values insinuate that a significant portion of the variance of the items is captured by their inherent constructs. Furthermore, discriminant validity was authenticated. For this, the square root of each construct's AVE was juxtaposed against its correlation with other constructs. Discriminant validity was evaluated using the Heterotrait-Monotrait ratio (HTMT). The HTMT values ranged from 0.51 (PECO and CATT) to 0.76 (PINT and PATT), all of which were below the conservative threshold of 0.85 (Henseler, Ringle, and Sarstedt, 2015), indicating satisfactory discriminant validity among the constructs (Table 3).
Utilizing the 'lavaan' package (Rosseel, 2012) within the R environment, complemented by Jamovi software version 1.6, a mediation analysis was executed. The objective was to assess the influence of Celebrity Endorser Attitude (CATT) on Purchase Intention (PINT), both directly and through the mediating roles of Perception as an Eco-friendly Product (PECO) and Product Attitude (PATT). The bootstrapping method, with 5,000 samples, was employed to derive insights into the indirect effects.
The results indicate that a positive attitude toward the celebrity endorser (CATT) had an indirect effect on the intention to purchase the wine (PINT) through Product Attitude (PATT) with an estimate of 0.15, SE = 0.02, 95% CI [0.11, 0.19], β = 0.19, z = 6.52, p < 0.001, thereby confirming H7. Similarly, CATT's indirect effect on PINT through Perception as an Eco-friendly Product (PECO) was significant, with an estimate of 0.06, SE = 0.02, 95% CI [0.02, 0.09], β = 0.07, z = 3.26, p = 0.001, thus supporting H6. Furthermore, the two-step mediated effect of CATT on PINT, where it first influenced PECO and then PATT, was significant, with an estimate of 0.09, SE = 0.01, 95% CI [0.06, 0.12], β = 0.11, z = 6.23, p < 0.001, which validates H8.
Moreover, the results showed significant relationships between CATT and PATT, b = 0.38, SE = 0.05, 95% CI [0.29, 0.47], β = 0.37, z = 7.86, p < 0.001, reinforcing H3. The relation between PATT and PINT was also significant, b = 0.39, SE = 0.03, 95% CI [0.33, 0.46], β = 0.52, z = 11.77, p < 0.001, confirming H5. The effect of CATT on PECO was significant, b = 0.47, SE = 0.05, 95% CI [0.38, 0.56], β = 0.50, z = 10.27, p < 0.001, supporting H2. The relationships between PECO and both PINT and PATT were significant, b = 0.12, SE = 0.03, 95% CI [0.05, 0.18], β = 0.15, z = 3.43, p < 0.001, and b = 0.48, SE = 0.05, 95% CI [0.38, 0.57], β = 0.44, z = 9.84, p < 0.001, respectively, providing evidence for H4 and the indirect effect suggested in H6. Figure 2 summarizes the above analyses.
The direct effect of attitudes toward the celebrity endorser (CATT) on the intention to purchase (PINT), when taking into account the mediators, was b = 0.05, SE = 0.03, 95% CI [−0.01, 0.10], β = 0.06, t = 1.54, p = 0.124. This indicates that the direct influence of CATT on PINT is not significant when the effect of mediators is accounted for, suggesting full mediation. However, when the mediators are not considered, and only the direct relationship between CATT and PINT is examined, a significant relationship emerges. The linear regression model, which exclusively focused on this direct relationship, demonstrated a robust model fit, with R = 0.44 and R2 = 0.19. Further, the coefficient for CATT was significant, with an estimate of b = 0.34, SE = 0.03, t = 10.54, p < 0.001, providing robust evidence in support of H1. This highlights that while the direct path between CATT and PINT in the mediation model might not be significant due to the presence of mediators, CATT significantly influences PINT when assessed independently (Table 4).
5. Findings
Recent advances in consumer behavior research have highlighted the impact of celebrity endorsement on product perception and purchase intention (Bennett et al., 2022; Lestari and Wahyono, 2021; Um and Jang, 2020). The present study provides a deeper understanding of these dynamics, specifically focusing on the mediated relationship between positive attitudes toward the celebrity endorser (CATT), perception of the wine as an eco-friendly product (PECO), overall positive attitude toward the product (PATT), and the intention to purchase the wine (PINT). The analysis of the study's findings revealed several insights. Firstly, while a direct relationship between CATT and PINT was evident in the absence of mediators, this relationship became non-significant when mediators were incorporated into the model. Such a pattern indicates a full mediation effect, wherein the influence of CATT on PINT is entirely channeled through the mediating variables, namely PECO and PATT. This full mediation phenomenon corresponds with the propositions by McCracken (1989) and Choi (2005), who theorized that the cultural meaning held by celebrities is transferred to products during endorsement and subsequently to consumers, shaping their perceptions and intentions. It appears that the nuances of this cultural transfer process involve more indirect pathways than direct ones. In the context of our study, the celebrities' endorsement influences the perception of the product's eco-friendliness and the overall product attitude, which then direct the intention to purchase.
Another crucial observation is the impact of viewing wine as organic or eco-friendly. Notably, the perception of wine as an eco-friendly product leads to a positive attitude toward it, which subsequently results in an elevated intention to purchase. This sequence aligns with the assertion that eco-friendliness is not merely an environmental concern for consumers but has become a symbol of quality, authenticity, and even status (Alamsyah et al., 2021; Hartmann and Apaolaza-Ibáñez, 2012). Thus, by establishing wine's eco-friendly perception, marketers are not only tapping into the consumers' environmental consciousness but also their quest for authentic and quality experiences. The prominence of CATT in this entire schema cannot be understated. CATT was found to influence PECO, PATT, and, indirectly, PINT. However, intriguingly, while CATT's effect on PATT is strong, its effect on PECO is comparatively weaker. Such a pattern warrants a deeper exploration. The literature offers an enlightening perspective on this disparity. Djafarova and Rushworth (2017) underscored that celebrity endorsements often harness the celebrity's overall image, which encompasses their values, lifestyle, and personality. It's conceivable that the celebrity's overall image might resonate more directly with the general attitude toward a product rather than specific attributes like eco-friendliness. This could elucidate why CATT exerts a more potent influence on PATT than PECO. Furthermore, considering the intricacies of the wine market and its consumers, one must also reflect on the relevance of eco-friendliness in this context. While the wine industry has seen a surge in organic and eco-friendly wines, the primary determinants for wine selection remain taste, brand, and price (Kapaj et al., 2021; Setoh and Esposito, 2021; Yang and Lee, 2020). It's plausible that while consumers appreciate eco-friendliness as a desirable attribute, their overall attitude toward wine (PATT) is shaped more holistically, integrating myriad factors beyond just the environment.
Despite the nuanced findings of this study, it is pivotal to acknowledge that the wine market is subject to a host of cultural, regional, and individual preferences (Ritchie, 2009). Thus, while the current findings provide a robust framework for understanding the interplay of celebrity endorsement, product perception, and purchase intention, the intricacies of individual markets might necessitate further contextual exploration. In conclusion, this study has illuminated the multifaceted pathways through which celebrity endorsements shape consumer behaviors in the wine market. By highlighting the paramount role of mediators, it underscores the importance of holistic marketing strategies that consider not just the immediate, direct impacts of endorsements but also their cascading, mediated effects.
6. Conclusion
The power of celebrity endorsements in influencing consumer behavior remains a topic of paramount importance in marketing research. This study has shed light on some nuanced intricacies of this influence, especially as it pertains to eco-friendly wine products endorsed by the renowned Angelina Jolie. Our findings underscore the critical role of celebrity attitude in mediating purchase intentions. Notably, the results elucidate that a positive attitude toward the celebrity endorser can significantly elevate the perception of a product's eco-friendliness, the overall attitude toward the product, and, in turn, purchase intentions. While the direct effect of celebrity attitude on purchase intentions was observed to be potent, the mediating factors further enriched this relationship. Furthermore, the differential impact of celebrity attitude on the perception of eco-friendliness and overall product attitude is particularly intriguing. This differential impact offers a layered perspective on endorsement effects, suggesting that while consumers may be swayed by celebrities in viewing a product as eco-friendly, their overall positive disposition toward the product is influenced to an even greater degree. Such findings are invaluable for marketers aiming to leverage celebrity endorsements optimally. However, as with all research endeavors, our study is not devoid of its limitations. The selection of Angelina Jolie as the celebrity endorser introduces specificities that might not be generalizable across other celebrities with varying public profiles. Moreover, the focus on wine as a product could also be influencing the findings in ways unique to its socio-cultural nuances. In culmination, this research offers a comprehensive examination of the dynamics between celebrity endorsement and consumer behavior in the realm of eco-friendly wine products. While our findings present pivotal insights, they also pave the way for further exploration, refining our understanding of celebrity endorsements in contemporary consumer landscapes. The marketing world remains ever-evolving, and continued research in this domain ensures that strategies are not only relevant but also impactful.
7. Theoretical and practical implications
Building on the previously discussed findings, this segment aims to unfold the implications of the study, delineating both the theoretical and practical ramifications that these discoveries offer. From a theoretical standpoint, the study accentuates the intricacies and nuances in the celebrity endorsement-consumer behavior relationship, thereby expanding the body of knowledge in this domain. For years, researchers have explored the direct impact of celebrity endorsement on consumer intentions and behaviors, often emphasizing the criticality of celebrity-product fit and the congruence between the celebrity's image and the endorsed product (Parmar et al., 2020; Rai et al., 2021; Schimmelpfennig and Hunt, 2020). The current study, however, unveils a more layered interplay by emphasizing the pivotal role of mediators, which goes beyond mere celebrity-product congruence. Furthermore, it showcases the dynamic between general attitudes toward a product (shaped by the overall celebrity image) and specific perceptions (like eco-friendliness). This divergence between general attitudes and specific perceptions, although explored in earlier studies (Eisend and Langner, 2010; Langner and Eisend, 2011), was rarely set against the backdrop of celebrity endorsement. By introducing this dimension, our study enriches the theoretical discourse, prompting scholars to consider a multi-faceted approach when assessing the outcomes of celebrity endorsements. The revelation of a full mediation model in this study is also theoretically enlightening. It challenges the traditionally predominant view that direct effects are the mainstay of celebrity endorsements (Knoll and Matthes, 2017). Instead, it introduces the possibility that the indirect pathways, mediated by variables like product perceptions and attitudes, might often be more influential. This could set the stage for a renewed exploration of celebrity endorsements, steering away from a singular focus on direct effects.
On a practical plane, the study's findings offer manifold insights for marketers, brand managers, other practitioners and even celebrities contemplating endorsement deals. The spotlight on eco-friendliness as a mediating variable reaffirms the ascendancy of sustainable and eco-friendly branding in the contemporary market landscape. As noted by various researchers modern consumers are increasingly attuned to sustainability and eco-friendliness, often regarding them as markers of product quality and authenticity (Khachatryan et al., 2023; Khurshid et al., 2023; Peloza and Shang, 2011). Wine producers and marketers, by leveraging eco-centric endorsements, can potentially tap into this evolving consumer mindset, fostering favorable attitudes and bolstering purchase intentions. Furthermore, the distinction between general product attitudes and specific product perceptions offers a roadmap for endorsement strategies, especially that endorsers with distinct and robust personalities may exert varying influences on various products, including wine (Calvo-Porral et al., 2023). Marketers need to ascertain whether the goal of a particular endorsement campaign is to enhance general product favorability or to underscore specific attributes (like eco-friendliness). Therefore, selecting the right endorser is crucial for achieving the planned effects of the advertising campaign. Depending on the desired outcome, the celebrity's overall image or specific facets of their persona can be highlighted in the endorsement campaigns. For instance, a celebrity known for their environmental advocacy could be a potent force in emphasizing a wine's eco-friendly attributes, while a celebrity revered for their sophisticated lifestyle might be more apt for fostering an overall positive product attitude. However, the full mediation model also suggests a word of caution. It implies that endorsements might not always translate into direct purchase intentions, even if the celebrity-brand fit is impeccable. The pathways of influence are mediated, and a disruption in any of these intermediary stages can potentially dilute the desired effect. For instance, even if consumers develop a favorable attitude toward the celebrity (CATT), if this doesn't translate into a positive perception of the product (like PECO or PATT), the eventual purchase intention (PINT) might remain unaffected. Hence, wine makers and marketing managers should be aware that endorsement campaigns need to be holistic, ensuring that every link in the endorsement-consumer behavior chain is robustly forged.
Our findings suggest that not just any celebrity endorsement works; the celebrity's public image regarding sustainability can significantly influence consumer perception. This can guide brands in carefully selecting celebrities whose environmental advocacy aligns with the brand's sustainability goals. Given the influence of celebrity endorsements on consumer perceptions, there's a potential for these endorsements to serve as educational tools to raise awareness about the importance of sustainability in the wine industry and beyond. For new or smaller wine brands looking to enter the market with a focus on sustainability, our study suggests that leveraging celebrity endorsements could be a strategic move to quickly establish a strong market presence and consumer trust.
8. Limitations and future research
In evaluating our research, several significant limitations come to light, pointing toward areas that future research could further investigate. First, our study prominently featured Angelina Jolie as the chosen celebrity endorser. Jolie's extensive and diverse public profile, encompassing both her film career and notable humanitarian efforts, introduces a potential confounding factor. While she provides relevance to the study, it's unclear if the results are specific to her individual image or if they would generalize to celebrity endorsements at large. In addition, the use of a specific celebrity with a strong personality implies that the results might not be directly applicable to other celebrities or situations (Pramjeeth and Majaye-Khupe, 2016). To address this, future studies might compare the effects of multiple celebrities with different public profiles endorsing the same product. Our focus on the perception of wine as an eco-friendly product does not capture the broader spectrum of sustainability. Sustainability is multidimensional, covering environmental, social, and economic aspects (Naegler et al., 2021; Vacchi et al., 2021). Future research could further dissect these dimensions, examining if the effectiveness of celebrity endorsements changes based on different facets of sustainability.
The decision to focus on wine as the product of interest also introduces limitations. Wine is a product steeped in cultural, historical, and socio-economic contexts (Schaefer et al., 2018; Smith and Mitry, 2007). The results, especially related to eco-friendliness, might be specific to this product category. Future research could explore if similar patterns hold across various product categories. The mode of endorsement is another factor worth noting. Our study was based on traditional endorsement methods. In today's digital age, the dynamic of celebrity endorsements on platforms like social media might differ considerably (Aw and Labrecque, 2020; Singh et al., 2021). The nature of digital endorsements, particularly in interactive platforms, should be a focus of future research. Finally, our study's approach to understanding the role of mediators in celebrity endorsement was linear. It's possible that the relationship between endorsement and consumer response is more complex. Future studies could use network analysis to better understand the interactions between multiple mediators and potential feedback mechanisms.
Figures
Figure 1.
Research model
Figure 2.
Research model graphical results
Demographic characteristic
| Variable | Category | Frequency | % |
|---|---|---|---|
| Gender | Female | 253 | 53 |
| Male | 224 | 47 | |
| Prefer not to say | 1 | 0 | |
| Education | Less than a high school diploma | 1 | 0 |
| Bachelor's degree | 225 | 47 | |
| High school degree or equivalent | 129 | 27 | |
| Master's degree | 94 | 20 | |
| Doctorate | 13 | 3 | |
| Other | 16 | 3 | |
| Annual income | ≤ $19.999 | 49 | 10 |
| $20.000 – $29.999 | 48 | 10 | |
| $30.000 – $39.999 | 54 | 11 | |
| $40.000 – $49.999 | 65 | 14 | |
| $50.000 – $59.999 | 53 | 11 | |
| $60.000 – $69.999 | 45 | 9 | |
| $70.000 – $79.999 | 44 | 9 | |
| $80.000 – $89.999 | 18 | 4 | |
| $90.000 ≥ | 102 | 21 | |
| Status | Employed full-time | 281 | 59 |
| Employed part-time | 51 | 11 | |
| Self-employed | 49 | 10 | |
| Retired | 22 | 5 | |
| Student | 15 | 3 | |
| Unable to work | 5 | 1 | |
| Unemployed | 55 | 12 |
Source: Table by author
Validity and reliability analysis
| Construct | Item | Loading | p_value | Cronbach's α | CR | AVE |
|---|---|---|---|---|---|---|
| PATT | PATT_1 | 0.896 | *** | 0.97 | 0.97 | 0.85 |
| PATT | PATT_2 | 0.919 | *** | |||
| PATT | PATT_3 | 0.923 | *** | |||
| PATT | PATT_4 | 0.938 | *** | |||
| PATT | PATT_5 | 0.931 | *** | |||
| PECO | PECO_1 | 0.915 | *** | 0.94 | 0.94 | 0.84 |
| PECO | PECO_2 | 0.906 | *** | |||
| PECO | PECO_3 | 0.922 | *** | |||
| PINT | PINT_2 | 0.891 | *** | 0.97 | 0.97 | 0.83 |
| PINT | PINT_3 | 0.931 | *** | |||
| PINT | PINT_4 | 0.944 | *** | |||
| PINT | PINT_6 | 0.929 | *** | |||
| PINT | PINT_7 | 0.876 | *** | |||
| PINT | PINT_8 | 0.899 | *** | |||
| CATT | CATT_1 | 0.87 | *** | 0.97 | 0.97 | 0.86 |
| CATT | CATT_2 | 0.937 | *** | |||
| CATT | CATT_3 | 0.941 | *** | |||
| CATT | CATT_4 | 0.939 | *** | |||
| CATT | CATT_5 | 0.944 | *** | |||
| CATT | CATT_6 | 0.936 | *** |
Source: Table by author
Discriminant validity analysis
| Construct | PATT | PECO | PINT | CATT |
|---|---|---|---|---|
| PATT | 1.000 | |||
| PECO | 0.647 | 1.000 | ||
| PINT | 0.763 | 0.612 | 1.000 | |
| CATT | 0.607 | 0.507 | 0.510 | 1.000 |
Source: Table by author
Indirect and total effects
| Type | Effect | Estimate | SE | β | z | p |
|---|---|---|---|---|---|---|
| Indirect | CATT ⇒ PECO ⇒ PINT | 0.06 | 0.02 | 0.07 | 3.33 | < 0.001 |
| CATT ⇒ PATT ⇒ PINT | 0.15 | 0.02 | 0.19 | 6.42 | < 0.001 | |
| CATT ⇒ PECO ⇒ PATT ⇒ PINT | 0.09 | 0.01 | 0.11 | 6.27 | < 0.001 | |
| Component | CATT ⇒ PECO | 0.47 | 0.05 | 0.50 | 10.15 | < 0.001 |
| PECO ⇒ PINT | 0.12 | 0.03 | 0.15 | 3.47 | < 0.001 | |
| CATT ⇒ PATT | 0.38 | 0.05 | 0.37 | 7.67 | < 0.001 | |
| PATT ⇒ PINT | 0.39 | 0.03 | 0.52 | 11.92 | < 0.001 | |
| PECO ⇒ PATT | 0.48 | 0.05 | 0.44 | 10.16 | < 0.001 | |
| Direct | CATT ⇒ PINT | 0.05 | 0.03 | 0.06 | 1.48 | 0.139 |
| Total | CATT ⇒ PINT | 0.34 | 0.03 | 0.44 | 10.55 | < 0.001 |
Source: Table by author
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