L'oiseau rend-il la marque plus écolo ? Une analyse des éléments d'exécution substantifs et associatifs en cas de greenwashing publicitaire

This research investigates the effect of substantive (verbal) and associative (visual and sound) execution factors on brand ecological image in case of greenwashing. Experimentation’s results show a positive effect of the semantic « more ecological ». They show a double effect of associative elements (visual and sound): a positive emotional effect on ecological image through the improvement of the ad atmosphere, and an informational negative effect. Furthermore, they show no resonance effect between all factors.