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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 / Conférence
Date
2014-06
Conference title
43rd EMAC Annual Conference
Conference date
2014-06
Conference city
Valencia
Conference country
Spain
Journal name
International Journal of Advertising
Volume
34
Number
1
Pages
107-134
Publication identifier
10.1080/02650487.2014.996116
Metadata
Show full item record
Author(s)
Parguel, Béatrice cc
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 Policy
JEL
M31 - Marketing
M37 - Advertising
Q56 - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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