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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
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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). |
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