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The power of 'executional greenwashing'. Evidence from the automotive sector

Author

Listed:
  • 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)

Abstract

Using classical models of information processing and persuasion, this study examines two interdependent issues regarding 'executional greenwashing'. First, it questions the efficiency of executional elements evoking nature to artificially enhance the brand's ecological image. Second, it studies the potential efficiency of environmental performance labels to help consumers form an accurate evaluation of the brand's ecological image and counterbalance this specific type of greenwashing. An experiment conducted with a representative sample of French consumers reveals the efficiency of greenwashing to mislead consumers in their evaluation of brand ecological image, whatever their degree of environmental expertise. Furthermore, the display of environmental performance labels is not enough to help consumers to revise their judgment, even expert ones. Precisely, environmental performance labels are efficient to guide brands' perceptions but only among expert consumers, and only in neutral advertising setting: they are not sufficient to counterbalance greenwashing. The authors discuss theoretical and regulatory implications.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2013. "The power of 'executional greenwashing'. Evidence from the automotive sector," Post-Print halshs-00948933, HAL.
    • Handle: RePEc:hal:journl:halshs-00948933
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00948933
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    File URL: https://shs.hal.science/halshs-00948933/document
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    References listed on IDEAS

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    Cited by:

    1. Thi Thu Huong Nguyen & Zhi Yang & Thi Thuy Nga Nguyen & Cao Thi Thanh, 2019. "Theory of Planned Behavior Approach to Understand the Influence of Green Perceived Risk on Consumers' Green Product Purchase Intentions in an Emerging Country," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 138-147.

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