From sustainability signals to brand attitudes: the roles of locus of control, brand activism beliefs, brand genuineness, and trust among generation Z consumers

As sustainability communications become increasingly prevalent in digital marketing, understanding the factors that shape consumer responses to such messages has become critical. Drawing on Signaling Theory and Locus of Control Theory, this study investigates how Generation Z consumers respond to green website communications and examines the roles of locus of control, brand activism beliefs, perceived brand genuineness, and trust in shaping brand evaluations. Using an experimental design, participants were exposed to either a green or a conventional (non-green) corporate brand website. The findings reveal that consumers with an internal locus of control respond more favorably to green website communications than those with an external locus of control, reporting higher levels of perceived brand genuineness, trust, and brand attitude. In addition, consumers with stronger brand activism beliefs are more likely to perceive sustainability-oriented brands as genuine. The results further demonstrate that green website exposure and brand activism beliefs influence brand attitudes indirectly through perceptions of brand genuineness and trust, highlighting the importance of authenticity-based trust formation in sustainability communication contexts. Brand genuineness emerged as the central mechanism through which sustainability-related communications are translated into favourable consumer evaluations. However, no significant effects were observed for purchase intention, suggesting the persistence of an attitude–behaviour gap among Generation Z consumers. The study contributes to the sustainability marketing and consumer behaviour literature by demonstrating that locus of control functions as a signal-interpretation mechanism and by identifying brand activism beliefs as an important consumer predisposition shaping responses to sustainability communications. The findings provide valuable insights for organizations seeking to communicate environmental commitments effectively in digital environments. Overall, this study contributes to a deeper understanding of how sustainable marketing operates in digital environments and highlights the importance of aligning sustainability communication strategies with consumers’ psychological orientations.