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Author

Dominyka Venciūtė

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2 papers indexed here

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Oct 2026

The Sustainability Claim Paradox: When Green Marketing Encourages Greater Consumption

Sustainability claims are assumed to promote responsible consumption, yet consumption itself drives environmental harm. Drawing on moral licensing theory, this study asks whether such claims instead licence greater consumption across the purchase, use/replacement and disposal stages of one cycle. A between‐subjects...

Ruta Birutyte, Ricardo Correia, Martin Aubel et al. · 0 citations
Sep 2026

Matching message and messenger: how endorser type and appeal shape advertising credibility and consumer responses in golf advertising

Drawing on source credibility theory, the Elaboration Likelihood Model (ELM), match-up theory, and the meaning transfer model, this study examines how endorser type (celebrity vs. expert) and message appeal (humorous vs. rational) jointly shape advertising credibility and a set of consumer responses, namely brand r...

Juozapas Budrikis, Dominyka Venciūtė, Ruta Fontes et al. · 0 citations

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