Does advertising the green benefits of products contribute to sustainable development goals? A quasi-experimental test of the dilution effect - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Business Strategy and the Environment Année : 2019

Does advertising the green benefits of products contribute to sustainable development goals? A quasi-experimental test of the dilution effect

Résumé

Using two studies, we examine the dilution effect for green products, by testing whether advertising green benefits decreases their perceived instrumentality and thus harms sustainable development. We use a between‐subject design and ask participants to evaluate the efficacy of a pen (Study 1) and a dish detergent (Study 2) with and without environmental attributes. Our results are inconsistent with the predictions of the dilution model because the perceived instrumentality of both products does not decrease when environmental benefits are added. Our findings are relevant for eco‐labeling given anecdotal evidence suggesting that adding green information can harm the perceived quality of products.
Fichier principal
Vignette du fichier
Manuscript34.pdf (269.22 Ko) Télécharger le fichier
Origine : Fichiers produits par l'(les) auteur(s)

Dates et versions

hal-02074770 , version 1 (12-09-2023)

Identifiants

Citer

Gilles Grolleau, Naoufel Mzoughi, Angela Sutan. Does advertising the green benefits of products contribute to sustainable development goals? A quasi-experimental test of the dilution effect. Business Strategy and the Environment, 2019, 28 (5), pp.786-793. ⟨10.1002/bse.2280⟩. ⟨hal-02074770⟩
111 Consultations
62 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More