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Misleading Environmental Claims and their Impacts on Consumer Purchase Intention.: A Quasi-experimental study
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Sustainable Management)
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (Sustainable Management)
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This paper examines the misleading environmental claims used in advertising and assesses its impacts on consumer purchase intentions. The growth of misleading or deceptive environmentalclaims in advertising is currently a growing problem for consumers and marketers in green products and services market. The study performs empirical examinations through employing a quasiexperimental design to test four hypotheses. Uppsala Campus Gotland students participated in the study. As envisaged by the researchers, consumers were unable to identify a treated or greenwashed ad as deceptive or misleading. Likewise, the measurement of consumers’ overall environmental involvement or engagement associated with the ad shows equally higher involvement to both the greenwashed and neutral ad. Furthermore, Attitudes towards ads were also examined, and the study revealed that consumers showed equally negative attitudes to both ads. Additionally, the stronger levels of intention to buy were revealed in greenwashed or treated ad, however, both construct decreased with increasing level of deception. The important study implication is that consumers are not able to see the difference between fake environmental claims and the genuine claims hence the prevalence of deceptive claims will continue to cause damage to the credibility of the advertising industry.

Place, publisher, year, edition, pages
2017. , 57 p.
Keyword [en]
Misleading Environmental Claims, Greenwashing, Green advertising, Purchasing intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-324912OAI: oai:DiVA.org:uu-324912DiVA: diva2:1112136
Educational program
Master Programme in Sustainable Management
Presentation
2017-06-02, Uppsala University, campus gotland, Visby, 14:30 (English)
Supervisors
Examiners
Available from: 2017-06-26 Created: 2017-06-19 Last updated: 2017-06-26Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf