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

Bascoul, Ganaël; Schmitt, Julien C. and Rasolofoarison, Dina (2015). Consumers’ biased perceptions of the environmental impact of products, and their influence on advertising efficiency. IN: The sustainable global marketplace. Conway Dato-on, Mary (ed.) Developments in marketing science: proceedings of the Academy of Marketing Science . Springer.

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.

Publication DOI: https://doi.org/10.1007/978-3-319-10873-5_243
Divisions: Aston Business School > Marketing & strategy
Event Title: 2011 Academy of Marketing Science (AMS) Annual Conference
Event Type: Other
Event Dates: 2011-05-24 - 2011-05-27
Published Date: 2015

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