Sustainable Consumption in the Lifestyle Promoted by Iranian Television Advertisements: A Longitudinal Study

Document Type : Research Paper

Authors

1 Associate Prof., Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

2 Ph.D. Candidate, Department of Marketing Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

10.22059/jibm.2025.390311.4921

Abstract

Objective
The present research, grounded in social cognitive learning theory, examines the lifestyle promoted through Iranian television advertisements. According to this theory, individuals learn and replicate behaviors by observing them in their environment or through various media via a four-stage process: attention, retention, initiation, and motivation. Furthermore, this study, from the perspective of observational learning theory, seeks to identify the influential components of consumer behavior promoted through advertisements. Essentially, given that humans imitate and learn by observing others and their surroundings, they also learn about purchasing methods, consumption patterns, and overall lifestyle by watching films, advertisements, and content on social media platforms like Instagram. Considering the impact of learning on purchasing behavior, this phenomenon will influence future marketing efforts. Therefore, studying advertisements over a relatively long period can help predict societal trends and organize marketing and social marketing endeavors accordingly, either to align with or modify these trends. To achieve this objective, the present study analyzes the behaviors displayed in Iranian television advertisements over 10 years. This aims not only to contribute to the development of a sustainable lifestyle model in social marketing but also to identify trends in the attention to and display of consumer behaviors, interests, and perspectives, with a focus on sustainability, in television advertisements. Additionally, by comparing different industries from this perspective, the study intends to help identify future trends in consumer behavior regarding sustainability, as well as efforts to modify them through the presentation of a promotional sustainable lifestyle model aligned with social marketing.
 
Methodology
For this research, television advertisements available on the IRIB Media Archive website were utilized. Subsequently, the components of sustainability were identified through qualitative content analysis, with reference to the Avoid-Shift-Improve model. To determine the promoted lifestyle trends, the Chi-square goodness-of-fit test was conducted using SPSS to identify the dominant consumption patterns for the future.
 
Findings
The net display of sustainable behaviors in television advertisements increased over the years studied, indicating a growing trend in attention to behaviors aligned with sustainability over time. Additionally, in the interests category, clothing minimalism, home minimalism, the use of low-consumption light bulbs, energy-efficient lamps and desk lamps, reduced extravagance, increased attention to in-person gatherings, and smaller house sizes were observed. In the perspectives category, trends included a focus on reduced energy consumption, a slower pace of life, and decreased attention to Iranian and Islamic traditions. In the activities category, the digitalization of goods and services and the reduced use of public transportation were among the main identified trends.
 
Conclusion
The importance of sustainability in the lifestyle promoted in Iranian television advertisements has become increasingly evident over time. Therefore, sustainability is apparent as a promotional trend in advertising. Given the impact of advertising on the unintentional acquisition of consumer knowledge, it is predicted that consumers will pay more attention to sustainability-related aspects of products in the future. This should be considered a potential competitive advantage by various industries.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 1
2026
Pages 50-84

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