Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Who acts and who controls? AI imagery, empathy, and empowerment in sustainable advertising. In: Proceedings of the 58th Academy of Marketing Conference: "Breaking Boundaries – Unlocking Potential". Academy of Marketing, The University of Manchester, p. 106. ISBN 978-1919647326

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Abstract

This paper examines how AI-generated versus photographic images shape consumer responses to sustainability advertising. Moving beyond altruistic versus egoistic framing, it distinguishes care-focused appeals emphasising stewardship from impact-focused appeals foregrounding organisational control and outcomes. Across two experiments in sustainable food advertising, the study investigates how image type, depicted role, and responsibility framing influence empathy, perceived power, psychological distance, consumer empowerment, and willingness to pay, clarifying when AI imagery supports or constrains moral persuasion.

Item Type:	Conference Proceedings
Title of Proceedings:	Proceedings of the 58th Academy of Marketing Conference: "Breaking Boundaries – Unlocking Potential"
Additional Information:	"© 2026 Academy of Marketing. Copyright in the Conference Proceedings as a whole is with the Academy of Marketing. Authors retain the rights to their individual papers included in the Proceedings, and authors submitting a paper to the Conference grant the Academy a non-exclusive licence to reproduce their paper."
Uncontrolled Keywords:	Generative AI, sustainability marketing, empathy and empowerment
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	13 Jul 2026 10:18
URI:	https://gala.gre.ac.uk/id/eprint/53940

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