Does advertising the green benefits of products contribute to sustainable development goals? A quasi‐experimental test of the dilution effect

Gilles Grolleau · Naoufel Mzoughi · Angela Sutan

40 citations0/0 files storedBusiness Strategy and the Environment

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Consumer Market Behavior and Pricing Sustainable Supply Chain Management

Abstract

Abstract Using two studies, we examine the dilution effect for green products, by testing whether advertising green benefits decreases their perceived instrumentality and thus harms sustainable development. We use a between‐subject design and ask participants to evaluate the efficacy of a pen (Study 1) and a dish detergent (Study 2) with and without environmental attributes. Our results are inconsistent with the predictions of the dilution model because the perceived instrumentality of both products does not decrease when environmental benefits are added. Our findings are relevant for eco‐labeling given anecdotal evidence suggesting that adding green information can harm the perceived quality of products.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 40 citations exist upstream.

References

1970Information and Consumer Behavior 1973Free Competition and the Optimal Amount of Fraud 2007What Do Laboratory Experiments Measuring Social Preferences Reveal About the Real World?1999The Effects of Financial Incentives in Experiments: A Review and Capital-Labor-Production Framework 1999The Effects of Financial Incentives in Experiments: A Review and Capital-Labor-Production Framework \n 2009Lab Experiments Are a Major Source of Knowledge in the Social Sciences 2006Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products 2012Double Standard: The Role of Environmental Consciousness in Green Product Usage

Cited by

2020Evaluation of critical constructs for measurement of sustainable supply chain practices in lean‐agile firms of Indian origin: A hybrid ISM‐ANP approach 2020Impact Investing: Killing Two Birds with One Stone?2022When is sustainability an asset? The interaction effects between the green attributes and product category 2023The incidence of environmental status signaling on three hospitality and tourism green products: A scenario-based quasi-experimental analysis

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.