Examining the Effect of Future Time Reference on Sustainable Clothing Shopping.
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2024-02-08
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en
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This study investigates how future time reference (FTR) affects consumer behavior among Dutch and Romanian native speakers, focusing on advertising perceptions. It aims to determine if the way different languages encode the future influences consumer attitudes and preferences toward products. A survey with 115 participants evaluated hypothetical advertising scenarios describing products as sustainable or non-sustainable. Participants rated their attitudes toward the ad, product, and purchase intentions for clothing items in the ads. The findings show no direct effect of FTR on purchase intentions, product liking, or ad liking. Despite previous research suggesting FTR might influence shopping behavior, this study did not find strong evidence for such a relationship. These results offer insights into FTR's role in advertising and consumer behavior. Although a direct link between FTR and purchase intentions or product/ad liking wasn't found, the potential impact of FTR warrants further research to understand its effects across different cultures.
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