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Crafting persuasive ads: key design elements driving sustainable consumption among China’s Generation Z


Citation

Yan, Gu and Che Me, Rosalam and De Costa, Feroz (2025) Crafting persuasive ads: key design elements driving sustainable consumption among China’s Generation Z. Alam Cipta, 18 (spec. 2). art. no. 2. pp. 24-46. ISSN 1823-7231; eISSN: 2289-3687

Abstract

Sustainable consumption is increasingly recognised as a crucial global development goal. However, the role of advertising in promoting sustainable consumption behaviours among China’s Generation Z remains underexplored. This study investigated the influence of advertising design elements on sustainable consumption behaviours among this demographic. We surveyed 414 participants, focusing on sustainable consumption messages, visuals, and symbols. Using frequency analysis, multiple response analysis, and chi-square cross-tabulation, we identified key elements that resonate with Generation Z. Our findings indicate that advertisements featuring practical, authentic messages, and creative visual narratives, especially those incorporating culturally resonant symbols and utilising new media and social platforms, significantly enhance the effectiveness of sustainable consumption advertising. These insights offer valuable guidance for marketers and researchers in crafting impactful sustainable consumption advertisements.


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Additional Metadata

Item Type: Article
Subject: Geography, Planning and Development
Subject: Urban Studies
Subject: Nature and Landscape Conservation
Divisions: Faculty of Design and Architecture
DOI Number: https://doi.org/10.47836/ac.18.s2.paper02
Publisher: Universiti Putra Malaysia Press
Keywords: Advertising design elements; China; Generation Z; Sustainable consumption; Symbolic advertising
Sustainable Development Goals (SDGs): SDG 12: Responsible Consumption and Production, SDG 3: Good Health and Well-being, SDG 11: Sustainable Cities and Communities
Depositing User: Ms. Nur Faseha Mohd Kadim
Date Deposited: 02 Jul 2026 06:19
Last Modified: 02 Jul 2026 06:19
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.47836/ac.18.s2.paper02
URI: http://psasir.upm.edu.my/id/eprint/126773
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