Can Evoking Nature In Advertising mislead  Consumers? the Power of ‘executional  Greenwashing

Parguel, Béatrice; Benoît-Moreau, Florence; Russell, Cristel Antonia

Parguel, Béatrice; Benoît-Moreau, Florence; Russell, Cristel Antonia (2014), Can Evoking Nature In Advertising mislead Consumers? the Power of ‘executional Greenwashing, EMAC Conference, 2014-06, Valence, Spain

Type

Communication / Conférence

Date

2014

Titre du colloque

EMAC Conference

Date du colloque

2014-06

Ville du colloque

Valence

Pays du colloque

Spain

Métadonnées

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Auteur(s)

Parguel, Béatrice

Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
Russell, Cristel Antonia

Résumé (EN)

‘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.

Mots-clés

Publicité; Marketing; Environmental Labeling; Advertising Execution; Greenwashing; Marketing communications

JEL

M31 - Marketing