The DOI matches its Crossref record; 92 of the 93 references it cites were found in a registry or an index.
Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'
Abstract
This paper examines the ‘executional greenwashing’ effect, defined as the use of nature-evoking elements in advertisements to artificially enhance a brand's ecological image. Using classic models of information processing and persuasion, the research tests whether ‘executional greenwashing’ differs as a function of consumer knowledge about environmental issues in the product category and whether environmental performance information can counterbalance the effect by helping consumers form an accurate evaluation of the brand's ecological image. Three experiments with French consumers reveal that evoking nature does mislead consumers in their evaluation of a brand's ecological image, especially if they have low knowledge of environmental issues. Two indicators of environmental performance, based on current international policies, are tested to counteract ‘executional greenwashing’. Whereas a raw figure is not sufficient to help non-expert consumers revise their judgment, accompanying the figure with a traffic-light label eliminates ‘executional greenwashing’ amongst both experts and non-experts. Theoretical and regulatory implications are discussed.
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In the citing paper
“However, images of pleasant natural scenery can also be misused in green advertising to induce false perceptions of a brand's greenness without referring to the actual environmental features of advertised products in what is known as executional greenwashing (Parguel, Benoit-Moreau, and Russell 2015, p. 108).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell 2015
In the citing paper
“Recent research indicates that the mere presence of a nature-evoking picture in advertising positively affects consumers' perceptions of the advertised brand's ecological image, which in turn prompts more favorable attitudes toward the brand than attitudes prompted by the same advertising without imagery of nature (Parguel, Benoit-Moreau, and Russell 2015).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell 2015
In the citing paper
“Another important indicator of consumers' environmental involvement is their objective knowledge about environmental issues (Ellen 1994; Mohr, Ero glu, and Ellen 1998; Parguel, Benoit-Moreau, and Russell 2015).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell 2015
In the citing paper
“Thus, whereas previous research investigated only the primary effects of deceptive advertising on attitudes toward brands (e.g., Newell, Goldsmith, and Banzhaf 1998; Parguel, Benoit-Moreau, and Russell 2015), our findings clarify how attitudes toward ads and brands are formed in response to exposure to deceptive ads.”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell 2015
In the citing paper
“One exception is a study by Parguel, Benoit-Moreau, and Russell (2015), the results of which indicate that the mere presence of a natureevoking image enhanced a brand's ecological image among consumers.”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell (2015)
In the citing paper
“This finding stresses an additional mechanism not investigated in our study, which might be perceived greenwashing by the use of imagery (see Parguel, Benoit-Moreau, and Russell 2015).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Parguel, Benoit-Moreau, and Russell 2015
In the citing paper
“evidence also proposed that consumers with higher expertise in environmental matters are not fully resistant to greenwashing in advertisements [12].”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [12]
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“As such, similar to dual-process models, such as the elaboration likelihood model (ELM; Petty and Cacioppo 1986) and the heuristic-systematic model (HSM; Chen and Chaiken 1999), the ARI model distinguishes two conceptually different types of persuasion mechanisms.”
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Metadata
- Authors
- Parguel, B., Benoit-Moreau, F., & Russell, C. A.
- Affiliations
- Centre National de la Recherche Scientifique (FR)
- , ,
- American University (US)
- Corresponding author
- Parguel, Béatrice
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-01
- Volume
- 34
- Issue
- 1
- Pages
- 107-134
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W1535652297
- Cited by
- 364
- References
- 93
- Citations by year
- 2026: 61 · 2025: 61 · 2024: 68 · 2023: 55 · 2022: 31 · 2021: 28 · 2020: 21 · 2019: 12 · 2018: 6 · 2017: 10 · 2016: 5 · 2015: 5
- FWCI
- 21.53
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Advertising (publishedVersion)
- HAL (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- greenwashing, consumer deception, environmental knowledge, traffic light labels, persuasion
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