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

Florence Benoît-Moreau, Béatrice Parguel () and Fabrice Larceneux ()
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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, ESSEC Business School
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Fabrice Larceneux: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: The present research investigates the influence of 3 creative elements of an advertisement (the usage of the colour "green", the word "sustainable" and the presence of a self-claimed ecological label) on consumers' perceptions regarding advertisement sincerity, ecological image and attitude towards the product and the firm.The experiment held on 640 subjects representative of French population shows that these forms of greenwashing are not so much misleading. For experts, none of the three elements has an influence. For non-experts, the ecological label only has a strong influence.

Keywords: greenwashing; advertising; ecology; experiment; " greenwashing "; publicité; écologie; expérimentation (search for similar items in EconPapers)
Date: 2008-10-17
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00336129v1
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Published in Etats Généraux du Management, Oct 2008, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00336129

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