When consumers learn to spot deception in advertising: testing a literacy intervention to combat greenwashing

Abstract

Greenwashing is a major advertising issue that has negative implications for consumers, the green product market, and the environment. Consumers cannot distinguish between acceptable and deceptive environmental claims, a belief that the findings of this research confirms. This underscores the need to educate consumers about environmental claims. Findings from five studies demonstrate that a literacy intervention combining textual and visual elements that distinguish acceptable from deceptive green claims helps consumers spot deception. In turn, consumers use this knowledge when responding to product messages. Implications for theory, policy makers, advertisers, and consumers are discussed.