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Title: The Effectiveness of “Provocation” in Environmental Advertising: Beware of “Greenbashing”
Authors: Dekhili, Sihem
Elhajjar, Samer
Affiliations: Department of Business Administration 
Issue Date: 2021-01-01
Publisher: John Wiley & Sons
Part of: Marketing for Sustainable Development: Rethinking Consumption Models
Start page: 121
End page: 136
The emergence of a new generation of responsible consumers concerned about the environment is pushing companies to reconsider their business models and implement environmental initiatives. Greenbashing has offended some consumers; an advertisement that promotes a product’s environmental benefit while mocking ecologists and green trends can be challenged. This chapter examines the extent to which greenbashing could overcome consumer skepticism towards environmental advertising and mitigate the phenomenon of greenwashing. Greenwashing practices have grown exponentially in recent years; some companies have been criticized for having spent more money on advertising than on the cause itself. Provocation has a negative effect on attitudes towards advertising, the perceived credibility of the advertisement and the perception of the ecological image of the advertiser. The role of environmental advertising is not questioned in any way, but consumers simply manifest their desire to find more informative and truthful elements in the messages.
ISBN: 9781119882176
DOI: 10.1002/9781119882176.ch7
Type: Book Chapter
Appears in Collections:Department of Business Administration

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