The Effect of Misleading Environmental Claims on Consumer Perceptions of Advertisements
Abstract
This study investigates whether consumers who are exposed to an ad containing a deceptive environmental claim have significantly different attitudes about the ad than those consumers exposed to a similar non-deceptive ad. As hypothesized, higher levels of perceived deception were associated with lower levels of perceived corporate credibility, less favorable attitudes toward the ad, less favorable attitudes toward the advertised brand, and decreased purchase intentions toward the product in the ad. In addition, the study found that the perception of deception was enough to create negative feelings toward the ad, whether the ad was objectively misleading or not. Consequently, marketing and advertising managers need to proceed with caution when developing environmentally focused ad campaigns.
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Perceived greenwashing in response to deceptive claims can guide consumers' attitude formation and negatively influence their perceptions of ads and the brands that such ads advertise.
“Perceived greenwashing in response to deceptive claims can guide consumers' attitude formation and negatively influence their perceptions of ads and the brands that such ads advertise (Buck and Chaudhuri 1994; Buck et al. 2004; Newell, Goldsmith, and Banzhaf 1998).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
False claims in greenwashing sharpen consumers' perceptions of deception in ads, which negatively affects their perceptions of the ads and the brands advertised.
“Despite evidence suggesting that false claims in greenwashing sharpen consumers' perceptions of deception in ads, which negatively affects their perceptions of the ads and the brands advertised (Newell, Goldsmith, and Banzhaf 1998)”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
Perceived greenwashing negatively influences consumers' evaluations of ads and brands.
“Strong empirical evidence suggests that, by extension, perceived greenwashing negatively influences consumers' evaluations of ads and brands as well (Newell, Goldsmith, and Banzhaf 1998; Nyilasy, Gangadharbatla, and Paladino 2014)”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
Consumers with high environmental involvement are more inclined to penalize brands that make poorer efforts toward being environmentally friendly.
“In terms of rational cognition, research has suggested that consumers with high environmental involvement are more inclined to penalize brands that make poorer efforts toward being environmentally friendly (Newell, Goldsmith, and Banzhaf 1998; do Pa ¸ co and Reis 2012).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
Because environmental concern alone might prevent consumers from detecting misleading or false claims, environmental knowledge might be a better indicator of their ability to perceive greenwashing in advertising.
“Because EC alone might prevent consumers from detecting misleading or false claims, EK might be a better indicator of their ability to perceive greenwashing in advertising (Newell, Goldsmith, and Banzhaf 1998).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
Being worried or concerned about the environment is not a sufficient precondition for a consumer's ability to detect the misleading intentions of advertisements.
“In line with previous findings (Newell, Goldsmith, and Banzhaf 1998), our results also indicate that being worried or concerned about the environment is not a sufficient precondition for a consumer's ability to detect the misleading intentions of advertisements.”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Newell, Goldsmith, and Banzhaf 1998
The findings clarify how attitudes toward ads and brands are formed in response to exposure to deceptive ads.
“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 Newell, Goldsmith, and Banzhaf 1998
Consumers are unable to identify greenwashed advertisements as deceptive.
“Studies showed that consumers are unable to identify greenwashed advertisements as deceptive [10,35].”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [10]
Perceptions of greenwashing are linked with higher negative evaluations of brands and advertisements.
“previous studies have shown that perceptions of greenwashing are linked with higher negative evaluations of brands and advertisements [10,11]”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [10]
There is no correlation between environmental concern and ability to identify misleading environmental adverts.
“Interestingly, there is also a study that confirmed that there is no correlation between environmental concern and ability to identify misleading environmental adverts [10].”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [10]
Other studies reported that greenwashing works, as consumers still see some aspect of the truth and thought that some companies are more environmentally conscious on some aspects of green labels.
“Whereas, other studies reported that greenwashing works, as those studies concluded that consumers still see some aspect of the truth and thought that some companies are more environmentally conscious on some aspects of green labels [10,33].”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [10]
Consumers are unable to identify greenwashed products as being deceptive.
“On the other hand, the fact that consumers are unable to identify greenwashed products as being deceptive [10,35], is supported by the present study.”
From Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective (2020) · cites this paper as [10]
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The Consumer Adoption of Sustainability-Oriented Offerings: Toward a Middle-Range Theory
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- Authors
- Newell, S. J., Goldsmith, R. E., & Banzhaf, E. J.
- Affiliations
- Bowling Green State University (US)
- Florida State University (US)
- Venue
- Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Published
- 1998-04
- Volume
- 6
- Issue
- 2
- Pages
- 48-60
- ISSN
- 1069-6679 (ISSN-L)
- 1944-7175
- OpenAlex
- W2252707738
- Cited by
- 202
- References
- 35
- Citations by year
- 2026: 9 · 2025: 9 · 2024: 17 · 2023: 23 · 2022: 11 · 2021: 12 · 2020: 10 · 2019: 5 · 2018: 8 · 2017: 9 · 2016: 10 · 2015: 10 · 2014: 14 · 2013: 5 · 2012: 7
- FWCI
- 6.36
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- The Journal of Marketing Theory and Practice (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- misleading environmental claims, misleading advertising, perceived deception, institutional credibility, consumer attitudes toward advertising, brand attitude, purchase intention, green advertising, environmental claims
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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