Is It Greenwashing? Environmental Compensation Claims in Advertising, Perceived Greenwashing, Political Consumerism, and Brand Outcomes
通过两项研究，考察了广告中抽象与具体环境补偿声明如何影响消费者感知漂绿、抵制或支持购买意图、品牌评价及购买意愿，并分析了环境知识的调节作用。
Companies increasingly employ environmental compensation claims in their advertisements. This practice, however, has been criticized as being a form of greenwashing. In two studies, we examined associations between the exposure to abstract and concrete compensation claims, consumers' perceived greenwashing, environmental boycotting and buycotting intentions, and brand evaluation as well as purchase intentions. Further, we investigated the moderating role of consumers' environmental knowledge. In Study 1, findings from a twowave panel survey (N W2 511) indicated that exposure to abstract compensation claims was positively related to perceived greenwashing, whereas exposure to concrete compensation claims was not. Environmental knowledge did not influence perceptions of greenwashing in either claim. Using experimental data, Study 2 (N 423) showed that concrete compensation claims can also lead to perceived greenwashing but to a lesser extent than abstract ones. Furthermore, environmental knowledge helped consumers detect greenwashing in both claims. In both studies, perceived greenwashing positively predicted consumers' intention to join environmental boycotts but not buycotts. In addition, Study 2 showed that perceived greenwashing was negatively associated with purchase intentions. Theoretical and practical implications are discussed.