Le greenwashing publicitaire est-il efficace ? Une analyse de l'élaboration négative des éléments d'exécution

The present research investigates the influence of advertising greenwashing onproduct and brand ecological image. Based upon the ELM model, an experiment held on 640consumers manipulates three executional elements of an ad: the use of the green color, thepresence of the word “sustainable” and of a self-claimed ecological label. Results show thatgreenwashing practices are not so much misleading for consumers. For non-expert consumers,the presence of a self-claimed ecological label is the only element that exerts a positive influence.For expert consumers on the contrary, results reveal a counter-productive effect of thegreen color.