Providing a sustainable advertising model with A Meta-Synthesis Approach

Introduction
In recent decades, the proliferation of advertising messages—often exaggerated, misleading, or poorly timed—has fueled growing audience skepticism toward advertising. This erosion of trust underscores the need for a more credible and responsible approach: sustainable advertising. When companies make unsubstantiated or inconsistent sustainability claims, they risk being perceived as hypocritical, which can damage brand credibility, dilute corporate identity, and undermine reputation. Such greenwashing not only weakens consumer trust but may also trigger negative market reactions, including diminished expectations of future financial performance and declines in stock valuation. Ultimately, these perceptions suppress purchase intention, even among environmentally conscious consumers. Sustainable advertising is defined as communication that authentically promotes the social, economic, and environmental benefits of products, services, or corporate actions through media channels, with the aim of fostering responsible consumption. While consumer surveys consistently show strong pro-sustainability attitudes—65% of respondents in a recent global study expressed a preference for brands committed to sustainability—only 26% actually followed through with a purchase. Yet, over 85% of consumers worldwide report actively shifting toward sustainable products, signaling that sustainability has become a mainstream expectation in branding and advertising, and a strategic source of competitive advantage. Despite this trend, a persistent attitude–behavior gap remains poorly understood in the advertising and sustainability literature. Consumer responses to sustainability-oriented messaging vary significantly, shaped by a complex interplay of psychological, contextual, and cultural factors that have not been comprehensively examined. To address this gap, the present study proposes an integrative sustainable advertising model developed through a mixed-methods (hybrid) research approach, offering both theoretical advancement and practical guidance for ethical, effective green communication.
 
Materials and Methods
The present study is applied in purpose and adopts a qualitative, exploratory, and meta-composite research design. Specifically, it employs Meta synthesis—a qualitative method that systematically integrates findings from existing qualitative and quantitative studies to generate novel concepts, interpretations, or theoretical insights. Unlike traditional literature reviews, Meta synthesis goes beyond summarizing evidence; it reinterprets and synthesizes data across studies to construct higher-order understandings of a phenomenon. While trans combinatory (meta-composite) approaches can be implemented through various methodological frameworks, this study follows the seven-step Meta synthesis procedure proposed by Sandelowski and Barroso (2006). This structured approach enables rigorous identification, appraisal, and integration of relevant empirical findings to develop a coherent and contextually grounded model of sustainable advertising.
 
Findings
The components of the research include: what is it, what is the society, the time limit and how is the method. Based on them, the main research question was formed: What is the model of sustainable advertising? The statistical population of the research consists of all articles, theses and scientific documents in domestic and foreign journals. In the research, 6 keywords (sustainable advertising, sustainable marketing + advertising, factors affecting sustainable advertising, drivers of sustainable advertising, models of sustainable advertising, consequences of sustainable advertising) in foreign and domestic databases were searched in full from 2010 to 2024. The search result included 924 articles, books, theses and reports of institutions related to this field. To select suitable articles, different items such as: title, abstract, content, questions and research methodology have been reviewed. Finally, 65 articles were selected by carefully reviewing the texts, and after applying the critical evaluation criteria, 38 articles were selected as final articles.
 
Discussion and conclusion
The findings of the derived model are organized into three core categories: drivers, sustainable advertising, and consequences. Drivers refer to the factors that shape effective sustainable advertising. For such advertising to succeed, companies must consider four interrelated dimensions: consumer, company, market, and society. First, firms should establish a dedicated team of marketing and advertising professionals equipped with adequate financial resources, data, technological infrastructure, and managerial support. This team must deeply understand the target audience and craft messages that are truthful, free from exaggeration, and delivered through credible channels—enhancing audience trust and engagement. Messaging should also reflect societal consumption norms and their evolution. Monitoring competitors and industry trends helps refine content and better resonate with audiences. In today’s digital landscape, leveraging emerging technologies—particularly artificial intelligence—can significantly enhance message relevance and reach. Collaborating with environmental influencers and public figures further boosts credibility. Internally, company leaders should educate employees about sustainability through workshops and meetings, fostering organizational buy-in. Advertisements may also highlight the negative consequences of ignoring environmental, social, and economic sustainability to strengthen persuasive impact. Consequences encompass the outcomes of implementing sustainable advertising, categorized as impacts on consumers, companies, and society/market. For consumers, sustainable advertising increases awareness and knowledge of sustainability issues, informing more responsible purchasing decisions. Recognizing the long-term harms of environmental degradation—especially for future generations—motivates shifts toward sustainable consumption. At the societal level, when sustainable consumption becomes culturally embedded, it drives broader progress toward sustainable development, advancing economic, social, and environmental well-being.