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Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution

Abstract : The present research investigates the influence of advertising greenwashing on
product and brand ecological image. Based upon the ELM model, an experiment held on 640
consumers manipulates three executional elements of an ad: the use of the green color, the
presence of the word "sustainable" and of a self-claimed ecological label. Results show that
greenwashing practices are not so much misleading for consumers. For non-expert consumers,
the presence of a self-claimed ecological label is the only element that exerts a positive influence.
For expert consumers on the contrary, results reveal a counter-productive effect of the
green color.
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https://halshs.archives-ouvertes.fr/halshs-00356582
Contributor : Béatrice Parguel <>
Submitted on : Thursday, January 12, 2012 - 4:34:03 PM
Last modification on : Friday, October 23, 2020 - 4:53:02 PM
Long-term archiving on: : Friday, April 13, 2012 - 2:20:38 AM

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Florence Benoît-Moreau, Fabrice Larceneux, Béatrice Parguel. Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution. Congrès International de l'AFM, May 2009, France. ⟨halshs-00356582⟩

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