Consumers' biased perceptions of the environmental impact of products: influence on advertising efficiency

Ganaël Bascoul; Julien Schmitt; Dina Rasolofoarison

Consumers' biased perceptions of the environmental impact of products: influence on advertising efficiency

Ganaël Bascoul, Julien Schmitt, Dina Rasolofoarison

Marketing & Strategy

Research output: Unpublished contribution to conference › Unpublished Conference Paper

Abstract

This paper investigates the main perceptual biases developed by consumers regarding the environmental impact of products. It shows that these biases make consumers unable to distinguish between advertisements for highly versus less sustainable products, but that the inclusion of relevant information can increase the efficiency of arguments for true sustainability.

Original language	English
Publication status	Unpublished - May 2011
Event	40th Academy of Marketing Science Annual Conference - Miami, United States Duration: 24 May 2011 → 27 May 2011

Conference

Conference	40th Academy of Marketing Science Annual Conference
Country/Territory	United States
City	Miami
Period	24/05/11 → 27/05/11

1 Chapter

Consumers’ biased perceptions of the environmental impact of products, and their influence on advertising efficiency
Bascoul, G., Schmitt, J. C. & Rasolofoarison, D., 2015, The sustainable global marketplace: proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference. Conway Dato-on, M. (ed.). Springer, p. 400-404 4 p. (Developments in marketing science: proceedings of the Academy of Marketing Science).
Research output: Chapter in Book/Published conference output › Chapter

Cite this

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title = "Consumers' biased perceptions of the environmental impact of products: influence on advertising efficiency",

abstract = "This paper investigates the main perceptual biases developed by consumers regarding the environmental impact of products. It shows that these biases make consumers unable to distinguish between advertisements for highly versus less sustainable products, but that the inclusion of relevant information can increase the efficiency of arguments for true sustainability.",

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AU - Bascoul, Ganaël

AU - Schmitt, Julien

AU - Rasolofoarison, Dina

PY - 2011/5

Y1 - 2011/5

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AB - This paper investigates the main perceptual biases developed by consumers regarding the environmental impact of products. It shows that these biases make consumers unable to distinguish between advertisements for highly versus less sustainable products, but that the inclusion of relevant information can increase the efficiency of arguments for true sustainability.

M3 - Unpublished Conference Paper

Y2 - 24 May 2011 through 27 May 2011

ER -

Consumers' biased perceptions of the environmental impact of products: influence on advertising efficiency

Abstract

Conference

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Research output

Consumers’ biased perceptions of the environmental impact of products, and their influence on advertising efficiency

Cite this