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Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution

Author

Listed:
  • 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)

  • Fabrice Larceneux

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

  • Béatrice Parguel

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

Abstract

The present research investigates the influence of advertising greenwashing onproduct and brand ecological image. Based upon the ELM model, an experiment held on 640consumers manipulates three executional elements of an ad: the use of the green color, thepresence of the word "sustainable" and of a self-claimed ecological label. Results show thatgreenwashing practices are not so much misleading for consumers. For non-expert consumers,the presence of a self-claimed ecological label is the only element that exerts a positive influence.For expert consumers on the contrary, results reveal a counter-productive effect of thegreen color.

Suggested Citation

  • Florence Benoît-Moreau & Fabrice Larceneux & Béatrice Parguel, 2009. "Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution," Post-Print halshs-00356582, HAL.
    • Handle: RePEc:hal:journl:halshs-00356582
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00356582
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