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Aux frontières de la publicité mensongère : quand les contraintes légales font le lit du greenwashing

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Author Info

  • Béatrice Parguel

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Fabrice Larceneux

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

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    Abstract

    Depuis 1994, dans le but d'orienter le choix des consommateurs vers des véhicules plus respectueux de l'environnement, la Commission Européenne impose aux constructeurs automobiles d'afficher, de manière très visible, le taux d'émission de CO2 des véhicules sur les publicités. Cette obligation, si elle paraît a priori pleine de sens, s'accompagne toutefois d'un effet pervers inattendu. En effet, l'affichage du taux d'émission de CO2 semble de nature à générer, chez les consommateurs non-experts en matière d'écologie, l'inférence que le constructeur est sûr du caractère écologique de ses produits, ce qui décuple l'efficacité des éléments d'exécution publicitaires suscitant le greenwashing. Ce papier valide empiriquement cet effet à l'aide d'une expérimentation menée dans le secteur automobile auprès d'un panel de consommateurs français.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/70/39/83/PDF/EGM29jan.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00703983.

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    Date of creation: 22 Jun 2012
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    Publication status: Published - Presented, Enjeux de l'éco-consommation (étiquetage et labels), 2012, France
    Handle: RePEc:hal:journl:halshs-00703983

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00703983
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: greenwashing ; directive européenne ; publicité automobile;

    This paper has been announced in the following NEP Reports:

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