Counterproductive Environmental Performance Displays: Lessons from the Automotive Sector
Benoît-Moreau, Florence; Parguel, Béatrice (2013), Counterproductive Environmental Performance Displays: Lessons from the Automotive Sector, EMAC, 42nd annual conference : "Lost in translation : marketing in an interconnected world", 2013-06, Istanbul, Turquie
TypeCommunication / Conférence
External document linkhttp://halshs.archives-ouvertes.fr/halshs-00948940
Conference titleEMAC, 42nd annual conference : "Lost in translation : marketing in an interconnected world"
MetadataShow full item record
Abstract (EN)Using classical models of information processing and persuasion, this study examines the efficiency of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as a means to encourage more sustainable consumption patterns. The Directive requires European carmakers to display their vehicles’ carbon emissions prominently in advertisements. An experiment conducted with a representative sample of consumers reveals that this obligation is counterproductive among non-expert consumers. The display of environmental information might have better effects if it were to use a color-coded grading scale to help them. Beyond this recommendation, the authors discuss some implications for public policy makers.
Subjects / KeywordsEnvironmental Labeling; Sustainable Consumption; Public Policy; Consumer information; Brand image
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