TRIANGULAR RELATIONSHIP: A CONTENT ANALYSIS OF ADVERTISING TACTICS LEADING OVERBUYING BEHAVIOR, AND CLIMATE COSTS

Abstract

This research performs a thorough content analysis of advertising strategies used in the beauty and luxury industries, examining their contribution to over-buying behavior and resultant climate expenses. Through analysis of a specially selected corpus of 15 top-reach video commercials published over the past 24 months, the study finds out how principal persuasive strategies such as scarcity, emotional fear of missing out (FOMO), influencer sponsorship, flash-sale pressure, and material desire are systematically deployed to generate consumer want and promote excess consumption. At the same time, the research assesses over-buying triggers like bundling promotions, impulse buying cues, trend obsolescence communication, and excess normalization as drivers of the desire to purchase in excess of real needs. In addition, the research employs proxy climate cost measures, assessing markers like CO₂ emissions, energy use in production, waste creation, pollution impacts, and depletion of resources as expressed in the visual and verbal content of the adverts. The findings confirm a high correlation between the strength of persuasive strategy and the amount of over-buying signals, which in turn correlate directly with greater climate cost proxy scores. The results confirm that promotions that encourage more consumption are likely to leave greater environmental marks, highlighting the inter-relatedness of promotional methodologies, consumer activity, and environmental footprint. This study adds to the general dialogue regarding sustainable consumption by emphasizing advertising transparency and responsible practices taking into consideration environmental implications. It urges industry players and policymakers to rethink marketing standards and enhance consumer sensitization, thereby advancing more sustainable consumption patterns and reducing the negative climate implications associated with the beauty and luxury product sectors.