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Counterproductive Environmental Performance Displays: Lessons 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 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.

Suggested Citation

  • Béatrice Parguel & Florence Benoît-Moreau, 2013. "Counterproductive Environmental Performance Displays: Lessons from the Automotive Sector," Post-Print halshs-00948940, HAL.
    • Handle: RePEc:hal:journl:halshs-00948940
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00948940
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    References listed on IDEAS

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