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Does advertising the green benefits of products contribute to sustainable development goals? A quasi‐experimental test of the dilution effect

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  • Gilles Grolleau
  • Naoufel Mzoughi
  • Angela Sutan

Abstract

Using two studies, we examine the dilution effect for green products, by testing whether advertising green benefits decreases their perceived instrumentality and thus harms sustainable development. We use a between‐subject design and ask participants to evaluate the efficacy of a pen (Study 1) and a dish detergent (Study 2) with and without environmental attributes. Our results are inconsistent with the predictions of the dilution model because the perceived instrumentality of both products does not decrease when environmental benefits are added. Our findings are relevant for eco‐labeling given anecdotal evidence suggesting that adding green information can harm the perceived quality of products.

Suggested Citation

  • Gilles Grolleau & Naoufel Mzoughi & Angela Sutan, 2019. "Does advertising the green benefits of products contribute to sustainable development goals? A quasi‐experimental test of the dilution effect," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 786-793, July.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:5:p:786-793
    DOI: 10.1002/bse.2280
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    3. Zoe Warmate & Mohamed Khaled Eldaly & Ahmed A. Elamer, 2021. "Offering flexible working opportunities to people with mental disabilities: The missing link between sustainable development goals and financial implications," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1563-1579, May.
    4. Clot, Sophie & Grolleau, Gilles & Ibanez, Lisette, 2022. "A reference point bias in judging cheaters," Journal of Economic Psychology, Elsevier, vol. 89(C).
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    6. Tantawy Moussa & Amir Allam & Mahmoud Elmarzouky, 2022. "Global modern slavery and sustainable development goals: Does institutional environment quality matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2230-2244, July.
    7. Lotte Hallez & Yara Qutteina & Filip Boen & Tim Smits, 2021. "The ABC’s of Ecological and Nutrition Labels. The Impact of Label Theme and Complexity on the Environmental Footprint of Online Grocery Choices," Sustainability, MDPI, vol. 13(5), pages 1-28, February.
    8. Dan R. Bradbury & J. Joseph Cronin, 2025. "Environmentally friendly but strategically useful? A systematic review of marketing’s consideration of green initiatives," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 261-288, June.
    9. Yung‐Chuan Huang & Chih‐Hsing Liu, 2024. "Hybrid evaluation approach for the overall impression development through the sustainability concepts and strategy of competition," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(3), pages 2268-2281, June.
    10. Alice Falchi & Gilles Grolleau & Naoufel Mzoughi, 2022. "Why companies might under‐communicate their efforts for sustainable development and what can be done?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 1938-1946, July.

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