Counterproductive environmental performance displays: Lessons from the automotive sector

Béatrice Parguel () and Florence Benoît-Moreau
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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

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Abstract: Using classical models of information processing and persuasion, this study examines the efficiency of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as a means to encourage more sustainable consumption patterns. The Directive requires European carmakers to display their vehicles' carbon emissions prominently in advertisements. An experiment conducted with a representative sample of consumers reveals that this obligation is counterproductive among non-expert consumers. The display of environmental information might have better effects if it were to use a color-coded grading scale to help them. Beyond this recommendation, the authors discuss some implications for public policy makers.

Keywords: Public policy; Brand image; Consumer information; Sustainable consumption; Environmental labeling; Automobile développement durable (search for similar items in EconPapers)
Date: 2013-05
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Published in Public Policy & Marketing Conference, May 2013, Washington, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01445067

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