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Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'

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Date
2015
Indexation documentaire
Management
Subject
Greenwashing; Advertising execution; Environmental labelling; Environmental policy
Code JEL
M.M3.M37; O.O1.O13; M.M3.M31
Nom de la revue
International Journal of Advertising
Volume
34
Numéro
1
Date de publication
2015
Pages article
107-134
Nom de l'éditeur
Holt
DOI
http://dx.doi.org/10.1080/02650487.2014.996116
URI
https://basepub.dauphine.fr/handle/123456789/16238
Collections
  • DRM : Publications
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Auteur
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
1032 Dauphine Recherches en Management [DRM]
Russell, Cristel
Type
Article accepté pour publication ou publié
Résumé en anglais
This paper examines the ‘executional greenwashing’ effect, defined as the use of nature-evoking elements in advertisements to artificially enhance a brand's ecological image. Using classic models of information processing and persuasion, the research tests whether ‘executional greenwashing’ differs as a function of consumer knowledge about environmental issues in the product category and whether environmental performance information can counterbalance the effect by helping consumers form an accurate evaluation of the brand's ecological image. Three experiments with French consumers reveal that evoking nature does mislead consumers in their evaluation of a brand's ecological image, especially if they have low knowledge of environmental issues. Two indicators of environmental performance, based on current international policies, are tested to counteract ‘executional greenwashing’. Whereas a raw figure is not sufficient to help non-expert consumers revise their judgment, accompanying the figure with a traffic-light label eliminates ‘executional greenwashing’ amongst both experts and non-experts. Theoretical and regulatory implications are discussed.

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