Can Evoking Nature In Advertising mislead Consumers? the Power of ‘executional Greenwashing
Parguel, Béatrice; Benoît-Moreau, Florence; Russell, Cristel Antonia (2014), Can Evoking Nature In Advertising mislead Consumers? the Power of ‘executional Greenwashing, EMAC Conference, 2014-06, Valence, Spain
Type
Communication / ConférenceDate
2014Conference title
EMAC ConferenceConference date
2014-06Conference city
ValenceConference country
SpainMetadata
Show full item recordAuthor(s)
Parguel, Béatrice
Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
Russell, Cristel Antonia
Abstract (EN)
‘Executional greenwashing’ refers to the use of nature-evoking elements in dvertisements to artificially enhance a brand’s ecological image. Based on classic models of persuasion, a first experiment reveals that evoking nature does mislead consumers, especially if they have low knowledge of environmental issues in the product category. Two complimentary experiments, based on current international policies, show that whereas a raw figure featuring the product objective environmental performance is not sufficient to help non-expert consumers revise their judgment, accompanying the figure with a traffic-light label eliminates the ‘executional greenwashing’ effect amongst both experts and non-experts. Theoretical and regulatory implications are discussed.Subjects / Keywords
Publicité; Marketing; Environmental Labeling; Advertising Execution; Greenwashing; Marketing communicationsJEL
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