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Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'

Author

Listed:
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Cristel Russell

Abstract

This 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.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau & Cristel Russell, 2015. "Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'," Post-Print hal-01463025, HAL.
    • Handle: RePEc:hal:journl:hal-01463025
    DOI: 10.1080/02650487.2014.996116
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    Cited by:

    1. Marco Migliorelli, 2021. "What Do We Mean by Sustainable Finance? Assessing Existing Frameworks and Policy Risks," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    2. Noémi Nemes & Stephen J. Scanlan & Pete Smith & Tone Smith & Melissa Aronczyk & Stephanie Hill & Simon L. Lewis & A. Wren Montgomery & Francesco N. Tubiello & Doreen Stabinsky, 2022. "An Integrated Framework to Assess Greenwashing," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    3. Zhang, Dongyang, 2022. "Environmental regulation and firm product quality improvement: How does the greenwashing response?," International Review of Financial Analysis, Elsevier, vol. 80(C).
    4. Bazlur RAHMAN, & Idris ALI, & Alexandru Mircea NEDELEA, 2017. "Greenwashing In Canadian Firms: An Assessment Of Environmental Claimsgreenwashing In Canadian Firms: An Assessment Of Environmental Claims," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(2), pages 1-8, july.
    5. Whitney Ginder & Wi-Suk Kwon & Sang-Eun Byun, 2021. "Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach," Journal of Business Ethics, Springer, vol. 169(2), pages 355-369, March.
    6. Yvette Sterbenk & Sara Champlin & Kasey Windels & Summer Shelton, 2022. "Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality," Journal of Business Ethics, Springer, vol. 177(3), pages 491-505, May.
    7. Elisa Monnot & Fanny Reniou & Béatrice Parguel & Leila Elgaaied-Gambier, 2019. "“Thinking Outside the Packaging Box”: Should Brands Consider Store Shelf Context When Eliminating Overpackaging?," Journal of Business Ethics, Springer, vol. 154(2), pages 355-370, January.
    8. Huang, Hongfu & Xing, Xinjie & He, Yong & Gu, Xiaoyu, 2020. "Combating greenwashers in emerging markets: A game-theoretical exploration of firms, customers and government regulations," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 140(C).
    9. Ronald J. Ferguson & Kaspar Schattke & Michèle Paulin, 2021. "Persuasions by Corporate and Activist NGO Strategic Website Communications: Impacts on Perceptions of Sustainability Messages and Greenwashing," Humanistic Management Journal, Springer, vol. 6(1), pages 117-131, April.
    10. Cadario, Romain & Parguel, Béatrice & Benoit-Moreau, Florence, 2016. "Is bigger always better? The unit effect in carbon emissions information," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 204-207.
    11. THARIAN Bibin, 2023. "A New Philosophy For Sustainable Consumerism," Management of Sustainable Development, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 15(1), pages 10-17, June.
    12. Fatima Akhtar, 2022. "Big-five Personality Traits and Pro-environmental Investment Specifics from an Emerging Economy," Global Business Review, International Management Institute, vol. 23(2), pages 354-371, April.
    13. Zhang, Dongyang, 2023. "Can environmental monitoring power transition curb corporate greenwashing behavior?," Journal of Economic Behavior & Organization, Elsevier, vol. 212(C), pages 199-218.
    14. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    15. Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    16. Lee, Michael T. & Raschke, Robyn L., 2023. "Stakeholder legitimacy in firm greening and financial performance: What about greenwashing temptations?☆," Journal of Business Research, Elsevier, vol. 155(PB).
    17. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    18. L. Ende & M.-A. Reinhard & L. Göritz, 2023. "Detecting Greenwashing! The Influence of Product Colour and Product Price on Consumers’ Detection Accuracy of Faked Bio-fashion," Journal of Consumer Policy, Springer, vol. 46(2), pages 155-189, June.
    19. Buberger, Johannes & Kersten, Anton & Kuder, Manuel & Eckerle, Richard & Weyh, Thomas & Thiringer, Torbjörn, 2022. "Total CO2-equivalent life-cycle emissions from commercially available passenger cars," Renewable and Sustainable Energy Reviews, Elsevier, vol. 159(C).

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