Zur Kurzanzeige

Detecting Greenwashing! The Influence of Product Colour and Product Price on Consumers’ Detection Accuracy of Faked Bio‑fashion

dc.date.accessioned2023-07-21T10:22:13Z
dc.date.available2023-07-21T10:22:13Z
dc.date.issued2023-04-04
dc.identifierdoi:10.17170/kobra-202307218433
dc.identifier.urihttp://hdl.handle.net/123456789/14906
dc.description.sponsorshipGefördert im Rahmen des Projekts DEAL
dc.language.isoeng
dc.rightsNamensnennung 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectGreenwashing detectioneng
dc.subjectVisual product cueseng
dc.subjectMatch fit biaseng
dc.subjectConsumer classification judgment behavioureng
dc.subjectEco fashioneng
dc.subjectConsumer experienceeng
dc.subject.ddc150
dc.titleDetecting Greenwashing! The Influence of Product Colour and Product Price on Consumers’ Detection Accuracy of Faked Bio‑fashioneng
dc.typeAufsatz
dcterms.abstractWhile there exists recent research about greenwashing in the context of branding and product packaging as well as advertising, we investigated greenwashing detection depending on the cues colour and price of the product itself. We hypothesized: The more the product cues fit to the mental representation of the corresponding category-prototype of bio (or non-bio) products, the more likely consumers classify the product to that category, are confident with the classification-decision and actually get deceived. In two studies, female consumers were asked to classify actual bio and actual non-bio fashion products from online shops as bio or faked bio. The bio-typicality of the colour of the product (Studies 1 and 2) and the price-level of the product (Study 1) were systematically varied. According to our assumptions, the probability to classify a product as bio or non-bio was higher when these product cues fitted to the expected status of the product. Furthermore, consumers reached higher classification accuracy when the colour (and the price) of the product fitted the actual status of the product. Unexpectedly, effects were independent from consumers’ varying ecological context experience. Concluding, consumers got “successfully” greenwashed by just a bio-typical product colour and a high price what highlights the importance of stronger political regulations in the B2C sales market.eng
dcterms.accessRightsopen access
dcterms.creatorEnde, Luise
dcterms.creatorReinhard, Marc-André
dcterms.creatorGöritz, Lorena
dcterms.extent155-189
dc.relation.doidoi:10.1007/s10603-023-09537-8
dc.subject.swdGreenwashingeng
dc.subject.swdBekleidungsindustrieger
dc.subject.swdVerbraucherverhaltenger
dc.subject.swdIPCCger
dc.subject.swdBetrugger
dc.subject.swdBusiness-to-Consumereng
dc.type.versionpublishedVersion
dcterms.source.identifiereissn:1573-0700
dcterms.source.issueIssue 2
dcterms.source.journalJournal of Consumer Policyeng
dcterms.source.volumeVolume 46
kup.iskupfalse


Dateien zu dieser Ressource

Thumbnail
Name:
license_rdf
Größe:
908Bytes
Format:
application/rdf+xml
Öffnen
Thumbnail
Name:
s10603_023_09537_8.pdf
Größe:
952.1Kb
Format:
PDF
Öffnen

Das Dokument erscheint in:

Zur Kurzanzeige

Namensnennung 4.0 International
Solange nicht anders angezeigt, wird die Lizenz wie folgt beschrieben: Namensnennung 4.0 International