THE INSIDIOUS POWER OF ‘EXECUTIONAL GREENWASHING’: AN EXPERIMENTAL EVIDENCE OF THE MISLEADING EFFECT OF NATURE IMAGERY IN ADVERTISING

B?atrice Parguel,Florence Benoit-Moreau,Cristel Antonia Russell 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

A side effect of green advertising has emerged in the form of ‘greenwashing’, which designates “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service” (Terrachoice, 2010). Till now, research has focused on ‘claim greenwashing’, the use of textual arguments in the ad that create a misleading environmental claim and ignored the potential ‘executional greenwashing’ effect, whereby nature-evoking elements (e.g., pictures symbolizing endangered animals or renewable sources of energy, backgrounds representing natural landscapes) in the ad execution may induce false perceptions of a brand’s greenness, whether intentionally or not on the part of the advertiser. This research addresses this gap by documenting the ‘executional greenwashing’ effect and identifying moderating factors (i.e., consumers’ knowledge about environmental issues in the product category, the display of environmental performance information) that may reduce or even remove its impact on consumers. Research on green advertising has largely drawn from the ELM framework (Petty & Cacioppo, 1981) to assess the impact of green cues on consumers’ brand attitudes (Hartmann & Apaolaza-Ib??ez, 2009). However a sole focus on the content of the advertising message may not be sufficient to understand consumers’ responses to it. There may be important variables that moderate the effects on the brand’s ecological image. One important individual moderator, in the tradition of the ELM, is consumer topic knowledge, i.e. knowledge related to the topic of the message, which influences the ability to process the message and the outcome of persuasive attempts (e.g. Alba & Hutchinson, 1991). In the context of ‘executional greenwashing’, the persuasive power of advertising executional elements representing nature may therefore differ depending on consumers’ topic knowledge of environmental issues in the product category. Consumers with such topic knowledge, referred to as “expert” consumers, are less likely to rely on and be influenced by the use of advertising executional elements representing nature, whereas “non-expert” consumers may be influenced through the peripheral route to persuasion, resulting in greater perception of the brand’s ecological image. Stated formally: H1. Advertising executional elements evoking nature have a positive influence on the brand’s ecological image for non-expert consumers, but not for expert consumers. One important contextual moderator is the type of relevant information provided in the advertisement. In this paper, we examine whether the display of environmental performance information, which was in fact selected by the European Community, can correct a potential ‘executional greenwashing’ effect. The Directive 1999/94/EC requires that car manufacturers selling within European countries provide information regarding new cars’ carbon emission to direct consumers’ choices towards greener cars. A potential additional benefit of environmental performance information is that this kind of objective information may also prevent greenwashing by helping consumers form an accurate perception of a brand’s image, regardless of the executional advertising setting. A central premise of the ELM is that consumers’ response to information differs depending on their level of knowledge about the issue at hand. Expert consumers should be more able to treat the environmental information provided, therefore following a central route of persuasion (Alba & Hutchinson, 1991). Their brand evaluation should be formed based on the objective environmental performance provided, which are strong arguments, and not from the visual and sound executional elements manipulated in the ad (conversely for non-expert consumers). H2a. For non-expert consumers, advertising executional elements evoking nature enhance the brand’s ecological image, whereas the level of the environmental performance indicator (EPI) does not influence it. H2b. For expert consumers, the level of the EPI damages the brand’s ecological image, whereas advertising executional elements evoking nature do not influence it. Considering the relative efficiency of specific formats to display environmental performance information, we tested the traffic-light type of label, inspired by the energy appliance label program compulsory in Europe. The label format is crucial, especially if it can reduce the perceived costs of searching and processing this information and offer a comparison baseline. In the context of the EPI display, a traffic-light representation of the raw information about emission rates showing value ranges associated to color codes should may help expert and non-expert consumers calibrate environmental performance information, therefore counterbalancing the ‘executional greenwashing’ effect. H3. For experts and non-experts, the presence of a traffic-light label removes the effect of advertising executional elements evoking nature on the brand’s ecological image.

THE ROLE OF CULTURE IN THE EFFECTIVENESS OF ENVIRONMENTAL APPEALS TO REDUCE UNSUSTAINABLE MEAT CONSUMPTION

B?atrice Parguel,Karine Charry,Ga?lle Pantin Sohier,Fanny Thomas 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Considering meat consumption's massive impact on climate change, environmental NGOs are increasingly campaigning to encourage consumers to reduce unsustainable meat consumption, i.e., to eat less and/or better meat. They usually use messages based on environmental appeals to do so. Yet, the effectiveness of such appeals in international campaigns may depend on countries as cultural beliefs influence food consumption behaviors. Therefore, in this research, we explore the effectiveness of such campaigns across 5 European countries, controlling for individual cultural orientations. Considering an environmental degradation appeal, we first show that countries have no influence on the campaign’s effectiveness, unlike specific individual cultural orientations, including masculinity and uncertainty avoidance. We replicate these results in the same 5 countries considering an alternative appeal, i.e., animal welfare. Recommendations to international NGOs managers result from these results.

La contribution fe´minine au monde intellectuel et culturel d'aujourd'hui

Didier, Be´atrice 숙명여자대학교 지역학연구소 1998 지역학논집 = Research Institute of Regional Studies Vol.2 No.-

오늘날 지식 및 문화계 내에서 여성들의 역할이 증가하는 것을 확인해 볼 수 있다. 대학, 연극, 음악, 영화, 문학, 저널과 미술, 어느 분야에서나 여성들이 예전과 같이 하급의 자리만을 차지하는 것이 아니라 우월적인 역할을 담당하고, 때로 경영의 중책을 맡기도 한다. 그러나, 전 영역에서 그런 것은 아니다. 과학분야에서의 여성들은 소수에 불과하고, 정치분야에서도 여성들은 직접 참여하기보다는 어느 정도의 거리를 유지하기를 선호한다.

PERCEIVED SIMILARITY AS A LEVER TO DEVELOP THE MODEST FASHION MARKET IN FRANCE

Alice Audrezet,B?atrice Parguel 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

HOW FACEBOOK CONTRIBUTE TO THE RE-EMERGENCE OF SUBSISTENCE MARKETS IN DEVELOPED COUNTRIES

Eva Delacroix,B?atrice Parguel,Florence Beno?t-Moreau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Over the last decade, the sharing economy that covers systems of organised sharing, bartering, lending, trading, renting, gifting, and swapping among communities of peers on Internet platforms has emerged as a major disruptive pattern in capitalist economies (Botsman and Rogers, 2010). Prior research on the sharing economy has mainly concentrated on young, well-educated urban users and therefore particularly underlined “noble” motivations for participation, such as hedonic, environmental, and political reasons. This research looks beyond this “hipster” view of sharing entrepreneurs and focuses on French deprived mothers who use peer-to-peer (P2P) platforms to survive. Drawing on the literature on subsistence markets in developing countries (e.g., Viswanathan et al., 2014), it investigates Facebook buy-and-sell groups as a new form of subsistence markets in developed countries. Using a multi-method approach involving in-depth interviews, netnography, and participatory observation on Facebook buy-and-sell groups, it more particularly explores how Facebook specific digital features participate in these emerging markets. The findings indicate that subsistence markets’ emergence in developed countries on Facebook is founded on new digital features that (re)create structural, cognitive and relational forms of social capital. This research thus offers interesting contributions and implications for public policy makers engaged in the regulation of the sharing economy.

THE DOUBLE-EDGED SWORD OF MULTI-LABELLING IN CONSUMER FOOD BEHAVIOR

Axelle Dorisse,Karine Charry,B?atrice Parguel 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

In the last decade, labels have been multiplying on food products (e.g., organic labels, Nutri- Score) to foster nutritious and sustainable food purchases, as such raising the question of the effect of multi-labelling. In this article, we use the prism of information processing and specifically address the question of multi-labelling when the labels have simultaneously positive and negative valences. Such a situation could confuse consumers and therefore, harm multi-labelling ability to empower consumers. An experiment shows that 1/ adding a good Eco- Score to a good Nutri-Score enhances warm glow among the most ecology-sensitive consumers, though it does not significantly increase purchase intentions, 2/ adding a bad Eco- Score to a good Nutri-Score increases consumer confusion (i.e., a discomfort due to ambiguous stimuli that requires mental efforts to cope with) but does not decrease purchase intentions. Recommendations to food managers and public policy makers result from these results.

Chemical Study and Antimalarial, Antioxidant, and Anticancer Activities of Melaleuca armillaris (Sol Ex Gateau) Sm Essential Oil

Naziha Chabir,Mehrez Romdhane,Alexis Valentin,Be´atrice Moukarzel,Hajer Naceur Ben Marzoug,Nadia Ben Brahim,Mohamed Mars,Jalloul Bouajila 한국식품영양과학회 2011 Journal of medicinal food Vol.14 No.11

This study investigated the chemical composition (by using gas chromatography/flame ionization detection and gas chromatography/mass spectrometry, an antioxidant [1,1-diphenyl-2-picrylhydrazyl] [DPPH] radical–scavenging assay, and a 2,2′-azinobis-3-ethylbenzothiazoline-6-sulfonate [ABTS] radical cation–scavenging assay) and the antimalarial and cytotoxic activities of essential oil extracted from leaves of Melaleuca armillaris. Thirty-two components representing more than 98% of the total composition of the essential oil were identified. The main components were 1,8-cineole (85.8%), camphene (5.05%), and α-pinene (1.95%). The antioxidant activity by ABTS assay showed a mean (±standard deviation) 50% inhibitory concentration (IC50) value of 247.3±3.9 mg/L, and the DPPH assay yielded an IC_50 value of 2183.6±44.3 mg/L. The antimalarial study indicated that the essential oil had mild activity against the chloroquine-resistant Plasmodium falciparum FcB1 strain (IC_50, 27±2 mg/L). The cytotoxic activity of this essential oil was tested against MCF7 human breast cancer cells and was found to be high (IC_50, 12±1 mg/L).

THE RIGHT AGE TO FEEL GREEN – AGE AS A MODERATOR OF SOCIAL LABELING INFLUENCE ON CHILDREN’S PRO-ENVIRONMENTAL BEHAVIORS

Julien Bourjot-Deparis,Karine Charry,B?atrice Parguel 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

In this paper, we study the effectiveness of social labeling as a technique to promote pro-environmental behaviors in children, and examine more specifically the potential moderating effect of children’s age. We run an experiment on a sample of 115 3rd to 6th grade children and show that 1/ children exposed to a social labeling actually declare more pro-environmental behaviors and that 2/ children at an intermediate age (between 9 years and a half and 11 years and a half) are the most responsive to the technique, underlying an inverted-U relationship between social labeling effectiveness and children's age. These results contribute to a better theoretical understanding of social labeling mechanisms and suggest implications for public policy makers.

Carcinogenicity of fluoro-edenite, silicon carbide fibres and whiskers, and carbon nanotubes

Grosse, Yann,Loomis, Dana,Guyton, Kathryn Z,Lauby-Secretan, Bé,atrice,El Ghissassi, Fatiha,Bouvard, Vé,ronique,Benbrahim-Tallaa, Lamia,Guha, Neela,Scoccianti, Chiara,Mattock, Heidi,Straif, Elsevier 2014 The Lancet. Oncology Vol.15 No.13

THE INSIDIOUS POWER OF ‘EXECUTIONAL GREENWASHING’ : AN EXPERIMENTAL EVIDENCE OF THE MISLEADING EFFECT OF NATURE IMAGERY IN ADVERTISING

Béatrice Parguel,Florence Benoit-Moreau,Cristel Antonia Russell 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1

A side effect of green advertising has emerged in the form of ‘greenwashing’, which designates “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service” (Terrachoice, 2010). Till now, research has focused on ‘claim greenwashing’, the use of textual arguments in the ad that create a misleading environmental claim and ignored the potential ‘executional greenwashing’ effect, whereby nature-evoking elements (e.g., pictures symbolizing endangered animals or renewable sources of energy, backgrounds representing natural landscapes) in the ad execution may induce false perceptions of a brand’s greenness, whether intentionally or not on the part of the advertiser. This research addresses this gap by documenting the ‘executional greenwashing’ effect and identifying moderating factors (i.e., consumers’ knowledge about environmental issues in the product category, the display of environmental performance information) that may reduce or even remove its impact on consumers. Research on green advertising has largely drawn from the ELM framework (Petty & Cacioppo, 1981) to assess the impact of green cues on consumers’ brand attitudes (Hartmann & Apaolaza-Ibáñez, 2009). However a sole focus on the content of the advertising message may not be sufficient to understand consumers’ responses to it. There may be important variables that moderate the effects on the brand’s ecological image. One important individual moderator, in the tradition of the ELM, is consumer topic knowledge, i.e. knowledge related to the topic of the message, which influences the ability to process the message and the outcome of persuasive attempts (e.g. Alba & Hutchinson, 1991). In the context of ‘executional greenwashing’, the persuasive power of advertising executional elements representing nature may therefore differ depending on consumers’ topic knowledge of environmental issues in the product category. Consumers with such topic knowledge, referred to as “expert” consumers, are less likely to rely on and be influenced by the use of advertising executional elements representing nature, whereas “non-expert” consumers may be influenced through the peripheral route to persuasion, resulting in greater perception of the brand’s ecological image. Stated formally: H1. Advertising executional elements evoking nature have a positive influence on the brand’s ecological image for non-expert consumers, but not for expert consumers. One important contextual moderator is the type of relevant information provided in the advertisement. In this paper, we examine whether the display of environmental performance information, which was in fact selected by the European Community, can correct a potential ‘executional greenwashing’ effect. The Directive 1999/94/EC requires that car manufacturers selling within European countries provide information regarding new cars’ carbon emission to direct consumers’ choices towards greener cars. A potential additional benefit of environmental performance information is that this kind of objective information may also prevent greenwashing by helping consumers form an accurate perception of a brand’s image, regardless of the executional advertising setting. A central premise of the ELM is that consumers’ response to information differs depending on their level of knowledge about the issue at hand. Expert consumers should be more able to treat the environmental information provided, therefore following a central route of persuasion (Alba & Hutchinson, 1991). Their brand evaluation should be formed based on the objective environmental performance provided, which are strong arguments, and not from the visual and sound executional elements manipulated in the ad (conversely for non-expert consumers). H2a. For non-expert consumers, advertising executional elements evoking nature enhance the brand’s ecological image, whereas the level of the environmental performance indicator (EPI) does not influence it. H2b. For expert consumers, the level of the EPI damages the brand’s ecological image, whereas advertising executional elements evoking nature do not influence it. Considering the relative efficiency of specific formats to display environmental performance information, we tested the traffic-light type of label, inspired by the energy appliance label program compulsory in Europe. The label format is crucial, especially if it can reduce the perceived costs of searching and processing this information and offer a comparison baseline. In the context of the EPI display, a traffic-light representation of the raw information about emission rates showing value ranges associated to color codes should may help expert and non-expert consumers calibrate environmental performance information, therefore counterbalancing the ‘executional greenwashing’ effect. H3. For experts and non-experts, the presence of a traffic-light label removes the effect of advertising executional elements evoking nature on the brand’s ecological image.