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dc.contributor.authorParguel, Béatrice
dc.contributor.authorBenoît-Moreau, Florence
dc.contributor.authorRussell, Cristel
dc.date.accessioned2016-12-13T09:39:01Z
dc.date.available2016-12-13T09:39:01Z
dc.date.issued2014
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/16101
dc.language.isoenen
dc.subjectPublicitéen
dc.subjectMarketingen
dc.subjectEnvironmental Labelingen
dc.subjectAdvertising Executionen
dc.subjectGreenwashingen
dc.subjectMarketing communicationsen
dc.subject.ddc658.8en
dc.subject.classificationjelM.M3.M31en
dc.titleCan Evoking Nature In Advertising mislead Consumers? the Power of ‘executional Greenwashingen
dc.typeCommunication / Conférence
dc.description.abstracten‘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.en
dc.subject.ddclabelMarketingen
dc.relation.conftitleEMAC Conferenceen
dc.relation.confdate2014-06
dc.relation.confcityValenceen
dc.relation.confcountrySpainen
dc.relation.forthcomingnonen
dc.description.ssrncandidatenonen
dc.description.halcandidateouien
dc.description.readershiprechercheen
dc.description.audienceInternationalen
dc.relation.Isversionofjnlpeerreviewednonen
dc.relation.Isversionofjnlpeerreviewednonen
dc.date.updated2016-12-08T15:42:55Z
hal.person.labIds1032
hal.person.labIds1032
hal.person.labIds
hal.identifierhal-01415431*


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