Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution

Florence Benoît-Moreau, Fabrice Larceneux () and Béatrice Parguel ()
Additional contact information
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
Fabrice Larceneux: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: The present research investigates the influence of advertising greenwashing onproduct and brand ecological image. Based upon the ELM model, an experiment held on 640consumers manipulates three executional elements of an ad: the use of the green color, thepresence of the word "sustainable" and of a self-claimed ecological label. Results show thatgreenwashing practices are not so much misleading for consumers. For non-expert consumers,the presence of a self-claimed ecological label is the only element that exerts a positive influence.For expert consumers on the contrary, results reveal a counter-productive effect of thegreen color.

Keywords: greenwashing; execution factors; third-party labelling; greenwashing publicitaire; manipulation; ELM; éléments d'exécution; label (search for similar items in EconPapers)
Date: 2009-05-14
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00356582v1
References: Add references at CitEc
Citations:

Published in Congrès International de l'AFM, May 2009, France

Downloads: (external link)
https://shs.hal.science/halshs-00356582v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00356582

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().