Can Evoking Nature In Advertising Mislead Consumers? The Power of ‘executional Greenwashing’
Parguel, Béatrice; Benoît-Moreau, Florence; Russell, Cristel Antonia (2014-06), Can Evoking Nature In Advertising Mislead Consumers? The Power of ‘executional Greenwashing’, 43rd EMAC Annual Conference, 2014-06, Valencia, Spain
Type
Communication / ConférenceDate
2014-06Conference title
43rd EMAC Annual ConferenceConference date
2014-06Conference city
ValenciaConference country
SpainJournal name
International Journal of AdvertisingVolume
34Number
1Pages
107-134
Publication identifier
Metadata
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 advertisements 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; Étiquetage écologique; Greenwashing; Advertising Execution; Environmental Labeling; Environmental PolicyRelated items
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