When consumers have ambiguous beliefs about the green quality of products, firms may be tempted to "greenwash". The degrees of optimism and confidence of consumers then play a crucial role in firms’ advertising strategies, which can be either informative and/or persuasive. We find conditions...

How do environmental information and awareness interact to improve environmental quality by changing consumer behavior and firm strategies? This article provides theoretical insights using an original differentiation model within a general framework whose specific cases have been studied...