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hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorParguel, Béatrice
HAL ID: 11155
ORCID: 0000-0002-2329-6137
*
hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorBenoît-Moreau, Florence*
hal.structure.identifier
dc.contributor.authorRussell, Cristel Antonia*
dc.date.accessioned2017-02-09T11:38:00Z
dc.date.available2017-02-09T11:38:00Z
dc.date.issued2015
dc.identifier.issn0265-0487
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/16238
dc.language.isoenen
dc.subjectGreenwashingen
dc.subjectAdvertising executionen
dc.subjectEnvironmental labellingen
dc.subjectEnvironmental policyen
dc.subject.ddc658.8en
dc.subject.classificationjelM.M3.M37en
dc.subject.classificationjelO.O1.O13en
dc.subject.classificationjelM.M3.M31en
dc.titleCan evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'en
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenThis 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.en
dc.relation.isversionofjnlnameInternational Journal of Advertising
dc.relation.isversionofjnlvol34en
dc.relation.isversionofjnlissue1en
dc.relation.isversionofjnldate2015
dc.relation.isversionofjnlpages107-134en
dc.relation.isversionofdoi10.1080/02650487.2014.996116en
dc.relation.isversionofjnlpublisherHolten
dc.subject.ddclabelManagementen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.ssrncandidatenonen
dc.description.halcandidateouien
dc.description.readershiprechercheen
dc.description.audienceInternationalen
dc.relation.Isversionofjnlpeerreviewednonen
dc.relation.Isversionofjnlpeerreviewednonen
dc.date.updated2017-02-09T10:10:18Z
hal.identifierhal-01463025*
hal.version1*
hal.update.actionupdateMetadata*
hal.author.functionaut
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