Show simple item record

The power of 'executional greenwashing'. Evidence from the automotive sector

dc.contributor.authorParguel, Béatrice
HAL ID: 11155
ORCID: 0000-0002-2329-6137
dc.contributor.authorBenoît-Moreau, Florence
dc.date.accessioned2014-02-26T08:56:32Z
dc.date.available2014-02-26T08:56:32Z
dc.date.issued2013
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/12756
dc.language.isoenen
dc.subjectGreenwashing
dc.subjectEnvironmental policy
dc.subjectAdvertising execution
dc.subjectEnvironmental labeling
dc.subject.ddc658.8en
dc.subject.classificationjelD11en
dc.subject.classificationjelD12en
dc.subject.classificationjelQ56en
dc.subject.classificationjelM31en
dc.subject.classificationjelM37en
dc.titleThe power of 'executional greenwashing'. Evidence from the automotive sector
dc.typeCommunication / Conférence
dc.description.abstractenUsing classical models of information processing and persuasion, this study examines two interdependent issues regarding 'executional greenwashing'. First, it questions the efficiency of executional elements evoking nature to artificially enhance the brand's ecological image. Second, it studies the potential efficiency of environmental performance labels to help consumers form an accurate evaluation of the brand's ecological image and counterbalance this specific type of greenwashing. An experiment conducted with a representative sample of French consumers reveals the efficiency of greenwashing to mislead consumers in their evaluation of brand ecological image, whatever their degree of environmental expertise. Furthermore, the display of environmental performance labels is not enough to help consumers to revise their judgment, even expert ones. Precisely, environmental performance labels are efficient to guide brands' perceptions but only among expert consumers, and only in neutral advertising setting: they are not sufficient to counterbalance greenwashing. The authors discuss theoretical and regulatory implications.
dc.subject.ddclabelMarketingen
dc.relation.conftitleLa Londe Conference in Marketing Communications and Consumer Behavior
dc.relation.confcityLa Londe les Maures
dc.relation.confcountryFRANCE
dc.relation.forthcomingnonen
dc.description.ssrncandidatenon
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
dc.date.updated2017-11-22T14:29:03Z


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record