Greenwashing Study and Consumers’ Behavioral Intentions

Mangini, Eduardo Roque; Amaral, Lucimaura Martins; Conejero, Marco Antônio; Pires, Cristiane Sales

doi:10.51359/2526-7884.2020.244488

Cited by 7 publications

(3 citation statements)

References 54 publications

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“…A number of studies have argued that greenwashing may have potential negative effects on firms when it is correctly identified by consumers (Akturan, 2018; Berrone et al, 2017; H. Chen et al, 2019; Y.‐S. Chen & Chang, 2013; Mangini et al, 2020; Nyilasy et al, 2014; Szabo & Webster, 2021; Torelli et al, 2020) and may even impact employee retention (Robertson et al, 2023). However, many consumers rely on heuristics and mental shortcuts when making judgements (Tversky & Kahneman, 1974), and as such are not likely to deeply evaluate claims made in advertisements.…”

Section: Background and Literature Reviewmentioning

confidence: 99%

Two interventions for mitigating the harms of greenwashing on consumer perceptions

Dutta-Powell¹,

Rhee²,

Wodak³

2023

Bus Strat Env

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Growing demand for environmentally friendly products has led to an increase in companies exaggerating their environmental credentials, a practice commonly referred to as “greenwashing.” To identify the impact of greenwashing and to test potential interventions, we designed an online experiment featuring a series of three advertisements featuring hypothetical companies. A representative sample of 2352 participants were randomised into a control group or one of two intervention groups. Intervention groups saw either a literacy or prebunking intervention, both designed to enable participants to identify common greenwashing strategies. We find that greenwashing is effective—participants were significantly more likely to agree that fictional companies in greenwashed ads had higher green credentials compared with companies depicted in nongreenwashed ads. This effect was most pronounced for those with higher levels of self‐reported environmental concern. We also find that our interventions reduce the impact of greenwashing—participants in both intervention groups rated the green credentials of companies with greenwashed ads significantly lower than participants in the control group. This effect appears to be driven partly by increasing general scepticism of the green credentials of firms and partly by increasing scepticism specifically towards greenwashed claims.

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Section: Background and Literature Reviewmentioning

confidence: 99%

Two interventions for mitigating the harms of greenwashing on consumer perceptions

Dutta-Powell¹,

Rhee²,

Wodak³

2023

Bus Strat Env

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show abstract

“…De resto, outros fatores também poderão influenciar o consumo ecológico, tais como os sentimentos do consumidor (Lima, Costa & Félix, 2019). Também é preciso salientar que nem sempre as estratégias de Marketing Verde utilizadas pelas empresas conduzem a um sentimento de confiança por parte dos consumidores (Mangini, Amaral, Conejero & Pires, 2020).…”

Section: Revisão Da Literaturaunclassified

Marketing Verde: Comparando o consumo de produtos ecológicos nas gerações X e Y

Magalhães

Paço

Alonso

et al. 2021

CBR

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Este estudo analisa a influência de determinados estímulos de marketing (propaganda, informação veiculada e preço) no consumo de produtos ecológicos, comparando o comportamento dos consumidores portugueses das gerações X e Y. Através de uma pesquisa quantitativa, cross-sectional, com base num questionário online, cujos resultados foram analisados com recurso ao software SPSS Statistics 25, concluímos que existem algumas semelhanças entre ambas as gerações, como a capacidade de identificação dos produtos ecológicos e a predisposição para a sua compra, o impacto positivo das campanhas de comunicação com apelo emocional e a perceção da importância dos rótulos dos produtos ecológicos. A variável que mais distingue o comportamento de ambas as gerações é o preço, pois a geração Y está mais predisposta a pagar um valor superior por um produto ecológico. Esta investigação contribui para a literatura sobre o comportamento do consumidor, especialmente no âmbito da variável “geração”, aplicado ao contexto do consumo de produtos ecológicos. Também ajuda as empresas a posicionarem-se melhor na relação com os consumidores de ambas as gerações analisadas. A definição de estratégias de targeting mais acuradas relativamente à promoção, preço e decisão de compra pode então tomar como ponto de partida os resultados deste estudo.

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“…Given that Generation Z is geared towards digital media, these young people spend more time looking for the information posted on public portals or social media, and the responsible behaviour of companies is very closely monitored and appreciated [ 16 , 17 ]. These consumers are very vigilant and very well informed, which is why they quickly sanction any detected greenwashing attempt [ 18 , 19 , 20 , 21 , 22 ]. The main studies published in the international stream are focused on Gen Z behaviour as consumers.…”

Section: Introductionmentioning

confidence: 99%

Understanding the Impact of Generation Z on Risk Management—A Preliminary Views on Values, Competencies, and Ethics of the Generation Z in Public Administration

Dobrowolski

Drozdowski

Panait

2022

IJERPH

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Gen Z, people born in the Internet age, are entering the labour market and soon will be responsible for public administration. Such a situation creates the need to study their professional motivations and competencies. We aim to determine: (1) What are the motivating factors of Gen Z representatives? (2) What is the factor’s structure of competencies of Gen Z employees? (3) Do Gen Z’s interest in public administration result from their needs to realise the public interest? These questions are fundamental for the strategy of hiring and training newcomers. This original paper’s insights have emerged iteratively based on a systematic literature searching method and data obtained from the surveys (n = 335). Research of Polish representatives of Gen Z showed that their expectations are similar to those found in other countries. However, their responses suggest that ethical issues are not the most important for them. The presence of generation G on the labor market will generate a paradigm shift in the activity of companies and public institutions that will be the employers of these young people. Reconfiguration of the principles of human resource management is necessary so that organizations benefit from the qualities of generation Z—they gravitate towards gamified processes because of mobile-centricity; they are natives of global communication, self-learners, and self-motivators; they appreciate transparency.

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Greenwashing Study and Consumers’ Behavioral Intentions

Cited by 7 publications

References 54 publications

Two interventions for mitigating the harms of greenwashing on consumer perceptions

Two interventions for mitigating the harms of greenwashing on consumer perceptions

Marketing Verde: Comparando o consumo de produtos ecológicos nas gerações X e Y

Understanding the Impact of Generation Z on Risk Management—A Preliminary Views on Values, Competencies, and Ethics of the Generation Z in Public Administration

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