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Comment prévenir le greenwashing ? L’influence des éléments d’exécution publicitaire

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  • Benoît-Moreau, Florence
  • Parguel, Béatrice
  • Larceneux, Fabrice
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    Abstract

    Cette recherche examine l’influence de trois éléments d’exécution publicitaire (l’usage de la couleur verte, du mot « durable » et la présence d’un label écologique auto-décerné) sur les perceptions des consommateurs en matière de sincérité perçue de la publicité, d’image écologique et d’attitude envers le produit et l’annonceur. Une expérimentation menée sur 640 consommateurs représentatifs de la population française montre que les répondants se laissent peu tromper par les pratiques de greenwashing. Chez les consommateurs experts, aucune des trois pratiques n’exerce d’influence positive. Chez les non-experts, seul le label présente un fort effet positif.

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    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/2515/2/CR379-BenoitMoreauParguelLarceneux.pdf
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    Bibliographic Info

    Paper provided by Université Paris-Dauphine in its series Open Access publications from Université Paris-Dauphine with number urn:hdl:123456789/2515.

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    Handle: RePEc:ner:dauphi:urn:hdl:123456789/2515

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    Related research

    Keywords: « greenwashing »; publicité; écologie; expérimentation; greenwashing; advertising; ecology; experiment;

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