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

Ganaël Bascoul, Julien Schmitt, Dina Rasolofoarison

Research output: Contribution to conferencePaper

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 languageEnglish
Publication statusUnpublished - May 2011
Event40th Academy of Marketing Science Annual Conference - Miami, United States
Duration: 24 May 201127 May 2011

Conference

Conference40th Academy of Marketing Science Annual Conference
CountryUnited States
CityMiami
Period24/05/1127/05/11

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