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Can Evoking Nature In Advertising mislead Consumers? the Power of ‘executional Greenwashing

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Date
2014
Dewey
Marketing
Sujet
Publicité; Marketing; Environmental Labeling; Advertising Execution; Greenwashing; Marketing communications
JEL code
M.M3.M31
Conference name
EMAC Conference
Conference date
06-2014
Conference city
Valence
Conference country
Spain
URI
https://basepub.dauphine.fr/handle/123456789/16101
Collections
  • DRM : Publications
Metadata
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Author
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
1032 Dauphine Recherches en Management [DRM]
Russell, Cristel Antonia
Type
Communication / Conférence
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.

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