Investigating Potential Misleading Effects of Executional Cues in Marketing

Béatrice Parguel (), Florence Benoît-Moreau and Cristel Antonia Russell
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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: This paper examines the ‘executional greenwashing' effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand's ecological image. Theoretical and regulatory implications are discussed.

Keywords: Publicité mensongère; Image écologique; Deceptive advertising; Ecological image; Greenwashing (search for similar items in EconPapers)
Date: 2014-06
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Published in AMA 2014 Marketing & Public Policy Conference, Jun 2014, Boston, MA, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01644822

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