Attention and skepticism to greenwashing: analysis of influence on consumer behavior
Taís Pasquotto Andreoli,
Silvio Augusto Minciotti
Abstract:Purpose: The goal was to assess the influence of greenwashing on consumer behavior, according to the levels of attention and skepticism involved in receiving and processing the stimulus.
Design/methodology/approach: The method consisted of a hypothetical-deductive approach, performed through an experiment (n=151) with a 2 (attention or pre-attention) x 2 (skepticism or non-skepticism) factorial design, with the presentation and subsequent evaluation of a fictional advertising image with greenwashing.
Findings:… Show more
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