气候变化领域集成服务门户(CCPortal): An experimental test of a greenwashing inoculation intervention in Ireland: Effects of 'pre-bunking' on identification, consumer trust and purchase intentions

CCPortal

DOI	10.1016/j.spc.2024.03.030
	An experimental test of a greenwashing inoculation intervention in Ireland: Effects of 'pre-bunking' on identification, consumer trust and purchase intentions
	Timmons, Shane; Whelan, Ava; Kelly, Clare
发表日期	2024
ISSN	2352-5509
起始页码	47
卷号	47
英文摘要	Misleading claims about the environmental performance of a product or service (i.e., greenwashing) hinder consumers from making informed choices and penalise genuinely sustainable companies. We designed a greenwashing 'inoculation' intervention (i.e., an educative intervention to pre-bunk commonly used greenwashing tactics prior to exposure). We first pre-tested the intervention using a student sample (N = 206) and then ran a pre-registered replication using a nationally representative sample (N = 2000). Participants were randomised to one of three groups. The intervention group (n = 892) learned about greenwashing and how to identify it whereas the control group (n = 902) read a piece of text about climate change. A third group acted as a 'nocontact' control (n = 206). Participants then judged six real advertisements (three greenwashed and three with genuine environmental claims) on greenwashed content, brand trust, and willingness to purchase. The intervention increased greenwashing ratings for two of the greenwashed advertisements, with corresponding decreases in brand trust and purchase intentions. The unaffected greenwashed advertisement was for a dairy-free milk alternative from a familiar brand, suggesting that familiarity and product sustainability may mitigate greenwashing interventions. However, participants also judged two of the three genuine advertisements as greenwashed, implying a broadly-applied scepticism of environmental claims, particularly towards unfamiliar brands. Despite difficulty distinguishing between greenwashed and genuine advertisements, participants were more confident in their ability to identify greenwashing and had stronger resolves to act in pro-environmentally in the future. The findings have implications for greenwashing policy.
英文关键词	Greenwashing; Advertising; Inoculation; Consumer choice; Purchase intentions
语种	英语
WOS研究方向	Science & Technology - Other Topics ; Environmental Sciences & Ecology
WOS类目	Green & Sustainable Science & Technology ; Environmental Studies
WOS记录号	WOS:001233416400001
来源期刊	SUSTAINABLE PRODUCTION AND CONSUMPTION
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/298788
作者单位	Economic & Social Research Institute (ESRI); Trinity College Dublin; Trinity College Dublin; Trinity College Dublin
推荐引用方式 GB/T 7714	Timmons, Shane,Whelan, Ava,Kelly, Clare. An experimental test of a greenwashing inoculation intervention in Ireland: Effects of 'pre-bunking' on identification, consumer trust and purchase intentions[J],2024,47.
APA	Timmons, Shane,Whelan, Ava,&Kelly, Clare.(2024).An experimental test of a greenwashing inoculation intervention in Ireland: Effects of 'pre-bunking' on identification, consumer trust and purchase intentions.SUSTAINABLE PRODUCTION AND CONSUMPTION,47.
MLA	Timmons, Shane,et al."An experimental test of a greenwashing inoculation intervention in Ireland: Effects of 'pre-bunking' on identification, consumer trust and purchase intentions".SUSTAINABLE PRODUCTION AND CONSUMPTION 47(2024).