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Journal of Business Ethics

Erschienen in:

01.12.2014

Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions

verfasst von: Gergely Nyilasy, Harsha Gangadharbatla, Angela Paladino

Erschienen in: Journal of Business Ethics | Ausgabe 4/2014

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Abstract

The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.

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Titel: Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions
verfasst von: Gergely Nyilasy
Harsha Gangadharbatla
Angela Paladino
Publikationsdatum: 01.12.2014
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 4/2014
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-013-1944-3

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