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 ERMES - 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: environmental labeling; sustainable consumption; consumer information; brand image; public policy (search for similar items in EconPapers)
Date: 2013-05-30
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00948940v1
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Published in EMAC Conference, May 2013, Turkey

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00948940

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