TY - JOUR
T1 - When consumers learn to spot deception in advertising
T2 - testing a literacy intervention to combat greenwashing
AU - Fernandes, Juliana
AU - Segev, Sigal
AU - Leopold, Joy K.
N1 - Funding Information:
Juliana Fernandes acknowledges the research funding received from the University of Miami SoC Creative Activity and Research Grants for the execution of this project.
Funding Information:
The authors wish to gratefully acknowledge the assistance of Sarai Nunez, Katya Sarria, and Sidney Sherman in the development of stimuli materials. Juliana Fernandes acknowledges the research funding received from the University of Miami SoC Creative Activity and Research Grants for the execution of this project.
Publisher Copyright:
© 2020 Advertising Association.
PY - 2020/10
Y1 - 2020/10
N2 - Greenwashing is a major advertising issue that has negative implications for consumers, the green product market, and the environment. Consumers cannot distinguish between acceptable and deceptive environmental claims, a belief that the findings of this research confirms. This underscores the need to educate consumers about environmental claims. Findings from five studies demonstrate that a literacy intervention combining textual and visual elements that distinguish acceptable from deceptive green claims helps consumers spot deception. In turn, consumers use this knowledge when responding to product messages. Implications for theory, policy makers, advertisers, and consumers are discussed.
AB - Greenwashing is a major advertising issue that has negative implications for consumers, the green product market, and the environment. Consumers cannot distinguish between acceptable and deceptive environmental claims, a belief that the findings of this research confirms. This underscores the need to educate consumers about environmental claims. Findings from five studies demonstrate that a literacy intervention combining textual and visual elements that distinguish acceptable from deceptive green claims helps consumers spot deception. In turn, consumers use this knowledge when responding to product messages. Implications for theory, policy makers, advertisers, and consumers are discussed.
KW - FTC
KW - Green advertising
KW - advertising literacy
KW - deception
KW - persuasive knowledge model
UR - http://www.scopus.com/inward/record.url?scp=85084985290&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85084985290&partnerID=8YFLogxK
U2 - 10.1080/02650487.2020.1765656
DO - 10.1080/02650487.2020.1765656
M3 - Article
AN - SCOPUS:85084985290
VL - 39
SP - 1115
EP - 1149
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 7
ER -