A Study on the Effect of Deceptive Environmental Claims in Greenwash Advertising

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Chinese Journal of Journalism & Communication ›› 2016, Vol. 38 ›› Issue (12) : 134-151.

Sun Lei is an Assistant Professor of School of Journalism and Communication, Xiamen University. Research field: public service advertising, environment communication, risk communication. Email: lei.sun@xmu.edu.cn#br# Cai Kunhao is a master student of Alliance Manchester Business School, The University of Manchester,UK. Email: caikunhao1124@gmail.com #br#

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Abstract

In greenwash ads, environmental claims are deceptively made to portray polluting companies as environmentally friendly or to promote their products. In this study, we categorized seven deceptive environmental claims in greenwash ads. An experiment is conducted to test if better informing may help consumers to discern the claims and to reject greenwashing.

Key words

greenwash ads / deceptive environmental claims / advertising effectiveness

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SUN Lei, CAI Kunhao. A Study on the Effect of Deceptive Environmental Claims in Greenwash Advertising[J]. Chinese Journal of Journalism & Communication. 2016, 38(12): 134-151