“This product is ecological!”: An examination of consumers’ reactions to unsubstantiated marketing claims

Jan Mattsson, Magnus Söderlund

Publikation: KonferencebidragPaperForskningpeer review

Abstract

Marketers are often claiming that productsare “green”, “organic”,and“ecological” without backing thisup with official,certifying labels or by other evidence. The effects of this practice were examined in the present study for ingestible products (water and beer) and non-ingestible products (sunglasses and boots) with a set of between-subjects experiments.The presence versus the absence of an (unsubstantiated) ecological claim was the manipulated factor. The purpose wasto examine the impactof ecological claimsonbeliefs that a product is indeed ecological, on beliefs about related product attributes (environmental friendliness, healthiness, and naturalness), and on overall product evaluations in terms of the attitude towards the product. The main finding, in each experiment, was that the participants believedto a greater extent that a product is ecological when this isclaimed, thus showingthat beliefs can be influenced easily.
OriginalsprogEngelsk
Publikationsdato2019
Antal sider10
StatusUdgivet - 2019
Begivenhed48th EMAC Annual Conference - University of Hamburg, Hamburg, Tyskland
Varighed: 28 maj 201931 maj 2019
Konferencens nummer: 48
https://www.emac-2019.org/

Konference

Konference48th EMAC Annual Conference
Nummer48
LokationUniversity of Hamburg
LandTyskland
ByHamburg
Periode28/05/201931/05/2019
Internetadresse

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