The Effectiveness of “Provocation” in Environmental Advertising: Beware of “Greenbashing”

Abstract

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.