Making Green Stuff? Effects of Corporate Greenwashing on Consumers

Study Overview and MethodologyPage 1

Researchers studied the impact of 'greenwashing' (misleading environmental claims) by using a 4x2x2 experimental design. Participants evaluated products from four types of organizations—vocal green, silent green, greenwashing, and silent brown—across two product categories: hedonic (perfume) and utilitarian (detergent). The study aimed to assess perceived environmental performance, communication integrity, and purchase interest.

Key Findings on Consumer ResponsePage 97

The study found that while consumers recognize greenwashing and rate those organizations higher on environmental performance than silent brown organizations, they also judge greenwashing organizations as having significantly lower communicative integrity. Critically, greenwashing failed to generate higher purchase interest compared to silent brown organizations, suggesting it offers no true competitive advantage.

Theoretical and Practical ImplicationsPage 99

The authors conclude that greenwashing is a myopic and ineffective strategy. Although it may slightly improve perceptions of environmental performance in the short term, it damages organizational credibility and fails to translate into sales. The research supports cognitive dissonance theory, where consumers attempt to reconcile contradictory environmental claims, yet ultimately prioritize authentic commitment backed by actual behavior.