When consumers learn to spot deception in advertising: testing a literacy intervention to combat greenwashing

Abstract

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.

Keywords:

• Green advertising
• FTC
• persuasive knowledge model
• deception
• advertising literacy

Acknowledgments

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.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 INGKA HOLDING B.V. and its Controlled Entities, Sustainability Summary Report FY17.

Additional information

Notes on contributors

Juliana Fernandes

Juliana Fernandes is an assistant professor of advertising at the University of Florida. Her research interests include advertising, political communication, and social media. She has published in journals such as Journal of Advertising, International Journal of Advertising, Journal of Current Issues & Research in Advertising, Mass Communication & Society, and Journal of Public Relations Research.

Sigal Segev

Sigal Segev is an associate professor of the Department of Communication strategic communication at Florida International University. Her research interests include green advertising, culture and consumer behavior, and social media. She has published in journals such as Journal of Advertising, International Journal of Advertising, Journal of Current Issues & Research in Advertising, Journal of Consumer Behaviour, European Journal of Marketing, and International Journal of Consumer Studies.

Joy K. Leopold

Joy K. Leopold is an assistant professor in the School of Communications at Webster University. Her research interests include digital news, civic participation, and acts of resistance, including protests and organizing for social change.