How Downplaying Product Greenness Affects Performance Evaluations

Examining the Effects of Implicit and Explicit Green Signals in Advertising

Bibliographic Data

ID21422949
AuthorsBryan Usrey (0009-0004-1296-0911, University of East Anglia, Norwich, United Kingdom, corresponding author), Dayananda Palihawadana (University of Leeds, Leeds, United Kingdom), Charalampos Saridakis (0000-0001-8088-1722, University of Leeds, Leeds, United Kingdom), Aristeidis Theotokis (0000-0002-3030-8773, University of Leeds, Leeds, United Kingdom)
Year2020
Volume49
Issue2
Pages125-140
Publication date2020-03-14
Open AccessNo
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2020.1712274
OpenAlexW3004632932
LanguageEN
Citations received17
References cited54

Despite frequent reports that they favor products with environmental benefits, consumers often purchase conventional alternatives. One reason for this is the performance liability associated with green products, in which consumers perceive them as being less effective. This research examines the concept of “green understatement” (i.e., communication of implicit green signals) compared with “green emphasis” (i.e., communication of explicit green signals) in green product advertising as a strategy to enhance performance evaluations. We test whether, why, and when an implicit (versus explicit) advertising strategy leads to higher performance evaluation for green products. We suggest and show that implicit green signals are more effective in conditions under which consumers have more concerns about the product’s performance or have lower expectations about its greenness. More specifically, the results of two experimental studies show that implicit (versus explicit) communication about greenness leads to higher performance evaluations for products that are less commonly green (Study 1) and for products that have an optional green mode (Study 2). The findings aid in the understanding of how a green product advertising strategy may influence performance evaluations and provide managerial implications for green product promotion

Advertising · Business · Political science · Product (mathematics) · Promotion (chess) · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Marketing · Mathematics

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