SustainaBiliTeam: Shaping Eco-Conscious Advertising Using Photography
Document Types
Arts and Design Research Presentation
School Name
De La Salle University Laguna Campus
Track or Strand
Arts and Design Track (ADT)
Research Advisor (Last Name, First Name, Middle Initial)
Lazaro, Zenia
Start Date
23-6-2025 1:30 PM
End Date
23-6-2025 4:30 PM
Zoom Link/ Room Assignment
Onsite Venue: LC2 Auditorium & Lobby Zoom Details (for Manila Students) https://zoom.us/j/91949036879?pwd=fqWdgSUvIC2o1a5roNIPkyvIrjo7Fx.1 Meeting ID: 919 4903 6879 Passcode: 343716
Abstract/Executive Summary
Social media influencers have redefined marketing by leveraging creative outputs such as reels, promotional materials, and original content to engage audiences. This research examines the potential of offline advertisements in an era dominated by a fast-paced digital media landscape, particularly through the lens of photography. It explores how advertisements influence local consumer awareness, attitudes, and behaviors, identifying both challenges and opportunities in marketing for sustainability. Using a qualitative approach, this study analyzes beauty product consumption across different age groups, from teenagers to older adults, and investigates consumer perceptions of effective advertising, sustainability, and key purchasing factors influencing consumer decisions. Findings indicate that while sustainability is acknowledged, it remains a secondary option for consumers, highlighting an ongoing but incomplete transition toward eco-friendly consumption. Barriers such as cost, accessibility, and lack of transparency hinder sustainable purchasing decisions, reinforcing the need for brands and influencers to improve communication strategies. Moreover, the study reveals that while influencers contribute to brand awareness, their direct impact on purchasing decisions is limited. This suggests an opportunity to enhance influencer-driven sustainable advertising. As an artistic response, this research includes a photography series and art catalogue that visually reimagines ethical cosmetics advertising. Through authentic representations of skincare, makeup, and body care routines, the artwork promotes sustainable consumption and challenges the norms of digital advertising.
Keywords
sustainability; photography; consumer behavior; offline advertising; eco-friendly products
Art Category Code (for Arts and Design Research Presentation submissions only)
Photography, Film, and Animation (FLM)
Initial Consent for Publication
yes
Statement of Originality
yes
SustainaBiliTeam: Shaping Eco-Conscious Advertising Using Photography
Social media influencers have redefined marketing by leveraging creative outputs such as reels, promotional materials, and original content to engage audiences. This research examines the potential of offline advertisements in an era dominated by a fast-paced digital media landscape, particularly through the lens of photography. It explores how advertisements influence local consumer awareness, attitudes, and behaviors, identifying both challenges and opportunities in marketing for sustainability. Using a qualitative approach, this study analyzes beauty product consumption across different age groups, from teenagers to older adults, and investigates consumer perceptions of effective advertising, sustainability, and key purchasing factors influencing consumer decisions. Findings indicate that while sustainability is acknowledged, it remains a secondary option for consumers, highlighting an ongoing but incomplete transition toward eco-friendly consumption. Barriers such as cost, accessibility, and lack of transparency hinder sustainable purchasing decisions, reinforcing the need for brands and influencers to improve communication strategies. Moreover, the study reveals that while influencers contribute to brand awareness, their direct impact on purchasing decisions is limited. This suggests an opportunity to enhance influencer-driven sustainable advertising. As an artistic response, this research includes a photography series and art catalogue that visually reimagines ethical cosmetics advertising. Through authentic representations of skincare, makeup, and body care routines, the artwork promotes sustainable consumption and challenges the norms of digital advertising.
https://animorepository.dlsu.edu.ph/conf_shsrescon/2025/arts_flm/1
