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Greenwashing
An experimental study about the effects of misleading and deceptive
environmental claims in advertising
Jacob Krafft and Rei Saito

Bachelor thesis / Marketing

Department of Business Administration
University of Gothenburg
Autumn Semester 2014
Supervisors: Annika Hallberg & Jeanette Hauff
Abstract

Title: Greenwashing - An experimental study about the effects of misleading and

deceptive environmental claims in advertising.

Supervisors: Annika Hallberg and Jeanette Hauff

Authors: Jacob Krafft and Rei Saito

Background: Swedish consumers are becoming more environmentally conscious and

the demand for green products and services has increased significantly in
recent years. Striving to meet consumers demand for green products, there
are several instances where companies use deceptive or misleading
environmental claims, also known as greenwashing.

Purpose: The purpose of this thesis is to measure how greenwashed ads affect
consumers’ perceived deception, attitude towards an ad and purchase
intentions.

Method: A deductive research approach with a quantitative method and an

experimental research design.

Conclusion: A greenwashed ad increases consumers purchase intentions and

greenwashing does not negatively affect the attitudes of consumers.
Consumers’ desire to look green seems to be greater than the willingness
to critically review companies’ environmental claims. Without a well-
functioning marketing legislation or/and well-educated consumers there is
little incentive for companies to stop greenwashing.

Recommendations: In further research it is recommended that a more diverse sample is used

to be able to better generalize the findings on the Swedish population. It
would also be interesting to examine a high involvement product under
similar conditions. Further, it would be of interest to investigate if
consumers' response to greenwashing is affected by their environmental
involvement. Finally, it would be of value if future research also included
underlying reasons and deeper behavioral aspects connected to
greenwashing.

Key words: Greenwashing, False advertising, Green marketing, Consumer attitude.

i
Table of contents
Table of contents ............................................................................................................................. ii
List of models ................................................................................................................................. v
List of tables .................................................................................................................................... v
List of boxes .................................................................................................................................... v
Acknowledgements ......................................................................................................................... 1
1. Introduction ................................................................................................................................. 2
1.1 Background ........................................................................................................................... 2
1.2 Purpose .................................................................................................................................. 4
1.3 Defining the purpose ............................................................................................................. 4
1.4 Research questions ................................................................................................................ 4
1.5 Delimitations and perspective ............................................................................................... 5
2. Theoretical framework ................................................................................................................ 5
2.1 Definition of green ................................................................................................................ 5
2.2 Green advertising .................................................................................................................. 6
2.2.1 Skepticism towards green advertisement ....................................................................... 6
2.3 Green or Greenwashed advertising claims ............................................................................ 7
2.4 Why companies use greenwashed advertisement ................................................................. 8
2.5 Legislation regarding green marketing ................................................................................. 8
2.5.1 Text messages in marketing ........................................................................................... 8
2.5.2 Pictures and photographs in marketing .......................................................................... 9
2.5.3 Environmental arguments in marketing ......................................................................... 9
3. Hypotheses ................................................................................................................................ 10
3.2 Hypothesis 1 ........................................................................................................................ 11
3.3 Hypothesis 2 ........................................................................................................................ 11
3.4 Hypothesis 3 ........................................................................................................................ 11
4. Method ...................................................................................................................................... 12
4.1 Overview of the methodology ............................................................................................. 12
4.2 Research approach............................................................................................................... 13
4.2.1 Deductive approach ...................................................................................................... 13
4.3 Research method ................................................................................................................. 13

ii
 4.3.1 Quantitative method ..................................................................................................... 13
4.3.2 Internal reliability (Cronbach’s alpha) ......................................................................... 14
4.3.3 Internal validity (Students t-test) .................................................................................. 14
4.3.4 Survey as a quantitative measurement.......................................................................... 14
4.4 Research design ................................................................................................................... 15
4.4.1 Experimental research design ....................................................................................... 15
4.5 Measurements in the survey ................................................................................................ 15
4.5.1 Perceived deception ...................................................................................................... 15
4.5.2 Attitudes towards ad ..................................................................................................... 16
4.5.3 Intention to buy............................................................................................................. 16
4.6 Ethical positions .................................................................................................................. 16
4.7 Implementation of the study................................................................................................ 17
4.7.1 Choice of product and brand ........................................................................................ 17
4.7.2 Design of the survey ..................................................................................................... 18
4.7.3 Manipulation check ...................................................................................................... 19
4.7.4 Procedure ...................................................................................................................... 20
4.7.5 Sample selection ........................................................................................................... 20
4.7.6 Sampling method and sample size................................................................................ 20
4.7.7 Source criticism ............................................................................................................ 20
5. Results ....................................................................................................................................... 22
5.1 Descriptive statistics ............................................................................................................ 22
5.2 Manipulation check ............................................................................................................. 22
5.3 Reliability ............................................................................................................................ 22
5.4 Hypothesis testing ............................................................................................................... 24
6. Discussion ................................................................................................................................. 25
6.1 Discussion ........................................................................................................................... 25
6.2 Managerial implications ...................................................................................................... 27
7. Further research and conclusion ............................................................................................... 27
7.2 Further research ................................................................................................................... 27
7.3 Conclusion........................................................................................................................... 27
References ..................................................................................................................................... 29

iii
 Books and journals .................................................................................................................... 29
Electronic sources ..................................................................................................................... 32
Appendix ....................................................................................................................................... 34
Appendix 1. Greenwashed ad.................................................................................................... 34
Appendix 2 Neutral ad .............................................................................................................. 35
Appendix 3. Survey questionnaire ............................................................................................ 36
Appendix 4. Survey manuskript ................................................................................................ 38
Appendix 5. Pre-study 1: Slogans tested ................................................................................... 38
Appendix 6. Pre-study 2: Ad designs tested ............................................................................. 38
Appendix 7. Pre-study 3: Manipulation check .......................................................................... 38

iv
List of models
Model 1.1 The presumed relationship model ................................................................................. 5
Model 3.1 Overview of hypotheses .............................................................................................. 10
Model 4.1 Overview of the methodology ..................................................................................... 12
Model 4.2 Deductive approach ..................................................................................................... 13
Model 6.1 Reevaluated relationship model .................................................................................. 26

List of tables
Table 4.1 FCB grid ....................................................................................................................... 18
Table 5.1 Gender and age ............................................................................................................. 22
Table 5.2 Manipulation check....................................................................................................... 22
Table 5.3 Cronbach’s alpha: Perceived deception ........................................................................ 23
Table 5.4 Cronbach’s alpha: Attitudes towards ad ....................................................................... 23
Table 5.5 Correlation Attitudes towards ad .................................................................................. 23
Table 5.6 Mean and standard deviation ........................................................................................ 24
Table 5.7 Students t-test ................................................................................................................ 24

List of boxes
Box 1.1 Shell’s "Don't throw anything anyway. There is no away" ad .......................................... 3

v
Acknowledgements
We would like to thank several people for their help and guidance with this project. First, we
would like to thank our supervisor Annika Hallberg. Her passion for the subject and engagement
in our thesis made the entire process a joy. We would also like to thank our supervisor Jeanette
Hauff for her inspiring thoughts, encouragement and constructive feedback. Further on, we
would like to thank all the teachers, especially Peter Rosén and Kjell Wallin, for letting us use
their lecture time for our survey. Finally, we would like thank all the 262 students who
participated in this study.

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1. Introduction
1.1 Background
The demand for green products and services have increased significantly in recent years. In
Sweden, the demand for organic food increased by 12 percent in 2013 compared to the previous
year (Statistiska centralbyrån, 2014). Several companies in Sweden are experiencing a
significant increase in demand for environmentally friendly products. For example, the demand
for organic beer and wine have almost doubled and Sweden’s largest food chain, ICA, has
reported a 43 percent sales increase of green products (Forsberg, 2014). Swedish consumers are
becoming more environmentally conscious and companies today use both communicational and
structural changes in order to appear environmentally friendly in the eyes of consumers (Futerra,
2012).

Today, it is not enough for a brand to just be functional or emotionally appealing. Consumers
also expect a social responsibility from businesses. To create a successful brand in the consumer
product industry, companies usually have to include an environmental dimension it (Kotler,
2011). In 2014, more than half of 18,000 surveyed consumers from all over the world said they
were worried about environmental problems (GlobeScan, 2014). Consumers in most countries
also showed an increased concern about environmental issues compared to previous years. In a
study by the American PR firm Edelman (2012) they examined consumers' attitude towards
corporate social responsibility promises. The study included 8,000 consumers in 16 countries.
Regardless of country, it showed that consumers believe that environmental responsibility has
become increasingly important. In addition, 85 percent of the consumers are willing to change
brand or their own behavior to help improve the environment.

Striving to meet consumers demand for green products, there are several instances where
unwarranted and exaggerated claims of sustainability and environmental friendliness have
incurred (TerraChoice, 2010). The companies’ quest to quickly meet increased consumer
demand for green products have given rise to the term greenwashing, which has grown rapidly
over the last years and is becoming increasingly controversial. Greenwashing in this study is
defined as misleading or deceptive environmental claims that are either vague, false, omits
important information or a combination of these (Carlson et. al, 1993). For example over 90
percent of all consumer products in North America are in some way guilty of greenwashing,
either in branding, marketing or packaging (Terrachoice, 2010).

There are among some consumers a distrust for corporate communication regarding
environmentally friendly and green products. Rather than actually following their communicated
environmental message, there are suspicions that companies are trying to paint a responsible and
green image towards the consumers without making major changes, hence the term
greenwashing (Darnall et. al, 2012; Jones et. al, 2008).

2
To clarify how greenwashing is used in the real world to market products and services, an
example of a greenwashed advertisement campaign is included below (see box 1.1). Shell is one
of several companies that have used greenwashing. That even big companies like Shell uses
greenwashing in their marketing campaigns’ raises several questions about the term and its
consequences. What role does communication and design of advertisements play when
consumers make their consuming choices? Can companies really use greenwashed messages and
irrelevant claims to increase purchase intentions and gain a more environmentally friendly
image?

Box 1.1 Shell’s "Don't throw anything anyway. There is no away" ad

Source: The Guardian, 2007

Shell started a marketing campaign in the spring of 2007 in various European magazines and
newspapers. In the ad, they claim that they use their own waste (carbon dioxide) to grow plants
(Friends of the Earth Europe, 2009). Shell’s own data shows that they produced over 100 million
tons of greenhouse gases in 2007, which makes it the most carbon intensive oil company in the
world (Shell, 2007; Friends of the Earth Europe, 2009). Only at one refinery, Pernis in the
Netherlands, does Shell recycle carbon dioxide for growing plants. According to Shell, this saves
350,000 tons of carbon dioxide each year, which is about 0.35 percent of Shell’s total created
emissions (Shell, 2007).

3
1.2 Purpose
The purpose of this thesis is to measure how greenwashed ads affect consumers’ perceived
deception, attitude towards an ad and purchase intentions.

1.3 Defining the purpose

Previous research indicates that greenwashing works, since consumers accept deceptive
environmental ad claims in their desire to protect the environment (Newell et. al, 1998; Yi, 1990;
Khandelwal & Bajpai, 2011). Consumers who do not perceive an ad as deceptive will also
establish a more positive attitude towards the ad. In the latest published survey by the Swedish
Environmental Protection agency regarding the general public’s view on climate change
(Naturvårdsverket, 2009), it was shown that 69 percent of consumers prefer buying products
from an environmentally friendly company. According to previous research it is also suggested
that consumers with a more favorable attitude towards an ad will have a higher purchase
intention towards the advertised product. (Newell et. al, 1998; Yi, 1990; Khandelwal & Bajpai,
2011)

Striving to meet consumer demand for green products, there are several instances where
unwarranted and exaggerated claims of sustainability and environmental friendliness have been
incurred (TerraChoice, 2010). Today, many companies are able to bypass marketing legislation
and use greenwashed claims in their advertising without punishment (Eltell & Åberg, 2012).
Research by Carlson et. al (1993) identify different types of greenwashing and show that
organizations frequently use misleading and deceptive environmental claims in advertising. The
question is if greenwashing in advertising is a viable marketing strategy. Therefore, the current
thesis focuses on to which extent consumers are affected by greenwashed ads.

1.4 Research questions

Do consumers perceive a greenwashed ad claim as deceptive?
Do consumers have a more favorable attitude towards a greenwashed ad?
Do consumers have a higher purchase intention for a product that is promoted in a greenwashed
ad?

A model is included to show the presumed relationship between the research questions (see
model 1.1).

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Model 1.1 The presumed relationship model

Perceived deception Attitude towards ad Purchase intention

This model is based on Newell et. al, 1998; Yi, 1990; Khandelwal & Bajpai, 2011

1.5 Delimitations and perspective

This study examines how greenwashing in an ad can affect consumers’ perceived deception,
attitude towards an ad and purchase intentions. The purpose of this thesis is not to take a position
for or against the use of greenwashing, but to describe and measure the effects of the
phenomenon. The thesis does not intend to answer underlying reasons or deeper behavioral
aspects connected to greenwashing. Nor has it the intent of explaining why consumers possess
different degrees of commitment to the environment. The discussion of whether a company can
be considered as environmentally friendly or not and how this could be measured will not be a
part of this study. The essay will not treat subjects that breach the framework of existing laws.

2. Theoretical framework
If one look at the amount of environmentally related claims in advertisement today, surprisingly
little academic research have been published on the effects of greenwashing in Sweden. With 89
percent of the consumers in Sweden claiming themselves to be environmentalists
(Naturvårdsverket, 2009), and a massive increase in greenwashed products on the store shelves
every year (Terrachoice, 2010), it is of interest to examine the effect greenwashed advertisement
has on consumers. We have found no previous research in this topic regarding the Swedish
consumers, and deem that it is an area that needs to be researched further.

2.1 Definition of green

Environmentally friendly or green products are broadly defined as products “that will not pollute
the earth and are less harmful to the environment than the standard alternatives in terms of
polluting the earth or depleting natural resources, and/or can be recycled or conserved”
(Shamdasani et. al 1993, p. 488)

For consumers, being green involves a lifestyle of minimal environmental impact, or in the best
case, choices that benefit the environment. In choosing to minimize the damage on the
environment, consumers are faced with many decisions (Banerjee et. al, 1995). For example, one
person can choose to ride the bus to work instead of taking the car, while another person takes
the bicycle. These choices represent different degrees of greenness, but they both represent an
active assessment of environmental impact and a behavioral change in the consumers purchasing
5
choice. Being green is about a continuous effort, which can be both shallow and deep, to
minimize the environmental impact.

2.2 Green advertising

Companies try to show that they care for environmental issues by using several strategies. One of
these strategies is green advertisement. The notion of green advertising started in the 1970s, with
a recession caused by an oil price hike and environmental damages that had been ignored for
years. In a very short period of time people were faced with the fact that resources were not
endless and that using them also had major consequences for the environment. Companies tried
to follow this green trend and responded to consumers concern by communicating green
messages in their marketing. (Haytko and Matulich 2008)

Banerjee et. al (1995) define green advertising as any ad that meets one or more of the following
criteria:
(1) Explicitly or implicitly addresses the relationship between a product/service and the
biophysical environment.
(2) Promotes a green lifestyle with or without highlighting a product/service.
(3) Presents a corporate image of environmental responsibility.

Pranee (2010) states that green advertising must be legal and honest, and oblige to all
environmental regulations and policies. In practice, companies do not always comply with these
statements and still manages to follow the set regulations in their field of advertisement (Eltell &
Åberg, 2012).

2.2.1 Skepticism towards green advertisement

With the increase of green advertising, there is also a growing confusion among consumers
regarding the green claims used in many ads. One major reason for the confusion is the lack of
generally accepted definitions of common claims advertisers use, such as “bio-degradable”,
“environmentally friendly”, “ozone friendly” and so on (Paço and Reis, 2012). Usually,
consumers do not have enough knowledge to understand the information that these and similar
claims are based on and even though guidelines are becoming more specific, environmental
product claims continue to be vague and questionable (Newell et. al, 1998; Stokes, 2007). In
contrast, consumer are likely to ignore the message altogether if a green ad is perceived as too
technical or descriptive (Paço & Reis, 2012).

The difficulty of finding out what is true and false in green advertising have created a general
skepticism among consumers. This cynicism has made it hard for real environmentally friendly
companies to communicate their contribution to the environment, which in some cases
discourages the development of truly green products. In fact, if consumers stop believing the
environmental benefits ads and labels explain, the effort of using green communication in
6
marketing may be lost. Skeptical consumers might in fact unconsciously hamper the
development of environmentally friendly products. (Paço & Reis, 2012)

If an advertisement is perceived as environmentally misleading or greenwashed by consumers,

they perceive it as deceptive (Newell et. al, 1998). Therefore, consumers who identify an
advertisement as greenwashed should perceive it as more deceptive than a neutral ad. The
question is if consumers can detect the greenwashed claims.

2.3 Green or Greenwashed advertising claims

Marketers use many different types of claims in green advertising to successfully reach
environmentally conscious consumers (Banerjee et. al, 1995). There has been a vast increase in
green advertising in recent years. From 2009 to 2010, the number of green products in North
America went up by 73 percent and the trend shows no sign of stopping (Terrachoice, 2010).

Carlson et. al (1993) classify environmental advertising claims using a matrix where the
environmental claims are divided into five different types:
(1) Product orientation: focuses on attributes of a product (e.g., biodegradable).
(2) Process orientation: internal production techniques or disposal methods within a company
(e.g., only uses recyclable materials).
(3) Image orientation: associates the organization with environmental cause (e.g., committed
to save the oceans).
(4) Environmental fact: an independent statement about the environment at large or its
condition (e.g., the rainforests are being destroyed).
(5) Combination of the claims above.

Quite often the term greenwashing is used in a broad and vague concept, and attempts to define
the phenomenon are somewhat different. Delmas and Burbano (2011) define greenwashing as
“the intersection of two firm behaviors: poor environmental performance and positive
communication about environmental performance” (p. 65). Carlson et. al (1993) categorizes
greenwashed ads into four misleading or deceptive categories of environmental advertising
claims:

(1) Vague/Ambiguous: A vague or broad claim without a clear meaning (e.g.,

“environmentally friendly product”).
(2) Omission: The claim omits important information (e.g., “product contains no sodium
nitrite”, but in fact contains other environmentally harmful chemicals).
(3) False/Outright lie: A fabricated or incorrect claim.
(4) Combination of the types above.

7
The definition made by Carlson et. al (1993) of environmental advertising and greenwashing is
still highly relevant and applied today (Nyilasy et. al, 2014; Futerra, 2012; Terrachoice, 2010).
The research made by Carlson et. al (1993) identifies different types of greenwashing and
indicated that organizations frequently use misleading and deceptive environmental claims in
advertising. What they do not address in their research is the question regarding the extent to
which consumers are affected by the greenwashed ads.

2.4 Why companies use greenwashed advertisement

According to Delmas and Burbano (2011), there are mainly four underlying reasons why
companies choose to use greenwashing:

• The firm character

Expectations from competitors and customers to positively highlight their environmental
performance are a strong driver of greenwashing. For example, consumer products have a greater
pressure from consumers than the service industry to operate environmentally friendly and green
marketing is here much more frequent.

• Incentive structure and ethical climate

Managers with high financial goals often use unethical methods to achieve them. The industry
and the organization's ethical climate have a major impact on what the company is willing to do
to increase their environmental reputation and their profits.

• Organizational inertia
The company's managers and marketing communicators sets up new environmental measures
and targets, and paints the company as "green" long before these requirements are met. Because
of the inertia in the organization it will not change operations despite promises. This is mainly a
problem of large older organizations.

• The effectiveness of the business's internal communications

The communication in different parts of a company is often poor or sub-optimal. In many cases a
developed green marketing strategy by some bosses or an external marketing firm is not on par
with what other parts of the organization can or want to achieve. This reason is often connected
with organizational inertia.

2.5 Legislation regarding green marketing

2.5.1 Text messages in marketing
Text messages in marketing is the element that is most often tried in Swedish market courts.
Excesses, omissions, false claims, incomplete comparisons and irrelevant references are the most
common issues tested. The most serious violation companies do in their marketing with text

8
messages are that the claims are unprovable or simply not true. According to earlier marketing
cases, there are some form of words companies should be extra careful with in their marketing.
Claims that a product or service is best, largest, safest, most effective or lowest in price have all
been disqualified in the Swedish market court. With that said, non-misleading superlatives and
exaggerations are in general not forbidden. Nor are they forbidden if they can be proven to be
true. The word guarantee is also a term not to be used without care. Generally, it is only legal to
use this expression when the product or service insures a benefit that is not generally expected
with it. (Eltell & Åberg, 2012)

2.5.2 Pictures and photographs in marketing

Copyright infringement on pictures and photographs are an important aspect for marketing
advertisements (Eltell & Åberg, 2012), but since the poster in this thesis is not going to be used
in a commercial purpose, this becomes less relevant.

2.5.3 Environmental arguments in marketing

If one look at Swedish marketing cases over the 21th century, following industries have been
particularly diligent in the use of positive arguments for the environment in their marketing:
Food, bedding, Tung, hair care products, detergent, jewelry, laser printers, screen filters and cars
(Eltell & Åberg, 2012).

According to the Swedish marketing court, the use of the expression “environmentally friendly”
should only be used in relation to products and services that improve or at the very least do not
damage the environment (Konsumentverket, 2014). With this said, many cases, especially in the
car industry, where terms like “environmentally friendly” or “good for the environment” has
been used have not been convicted in court . There is still much debate regarding when and
where these terms can be used; as long as the environmental statements are not false, they are at
least in theory not illegal.

There is no definition in the Swedish marketing law regarding how expressions such as “natural”
or “green” can be used in marketing purposes. Nor is the use of “green” themes, as long as the
commercial is not misleading to the consumer (Konsumentverket, 2014). Labels that indicate
environmentally friendliness should only be used if their origin can be clearly traced and no
confusion can arise concerning its meaning. Further, it may not be used so that they give an
incorrect impression of official approval (ICC 2014). In many Swedish court cases, this has been
hard to define (Eltell & Åberg, 2012).

9
3. Hypotheses
In the present study three hypothesis are tested, which is described in following chapter. See
model 3.1 for an overview.

Model 3.1 Overview of hypotheses

Main questions:
 Do consumers perceive a greenwashed ad claim as deceptive?
 Do consumers have a more favorable attitude towards a greenwashed ad?
 Do consumers have a higher purchase intention for a product that is
promoted in a greenwashed ad?

Measurement 1: Measurement 2: Measurement 3:

Perceived deception Attitude towards the ad Purchase intention

Hypothesis 1: Hypothesis 2: Hypothesis 3:

Consumers will not be able to Consumers will have a more Consumers will have a higher
identify a greenwashed ads favorable attitude towards the purchase intention for the
claims and design as deceptive greenwashed ad than the product in the greenwashed ad
neutral ad than the neutral ad

Conclusion/ Result

10
3.2 Hypothesis 1
It may be presumed that environmentally concerned consumers are more likely to perceive
environmental claims with no basis as being false or deceptive. A study made by Newell et. al
(1998) has proven the opposite. An ad with a false environmental claim was surveyed next to an
environmentally neutral ad. The ad with the false environmental claim was not perceived as
deceptive by either environmentally uninvolved or involved people. It instead seems that even
environmentally involved consumers accept deceptive environmental ad claims because of their
desire to protect the environment.

As a consequence, it can be expected that the average consumer will not perceive a greenwashed
environmental ad as deceptive or misleading. Therefor it can be presumed that:

H1: Consumers will not be able to identify a greenwashed ads claims and design as
deceptive.

3.3 Hypothesis 2
In the research made by Newell et. al (1998), it was shown that an ad with a false environmental
claim did not affect consumers attitude towards the ad or the product negatively. If consumers
cannot detect deception in an ad, they are more likely to establish a positive attitude towards
environmentally friendly claims.

With this in mind, it can be presumed that:

H2: Consumers will have a more favorable attitude towards the greenwashed ad than the
neutral ad.

3.4 Hypothesis 3
As previously stated, over two thirds of Swedish consumers prefer buying a product from a
company that is environmentally friendly (Naturvårdsverket, 2009). According to previous
research it is also suggested that consumers with a more favorable attitude towards an ad will
have a higher purchase intention towards the advertised product (Newell et. al, 1998; Yi, 1990;
Khandelwal & Bajpai, 2011). It can therefore be presumed that consumers are more willing to
buy a product in a greenwashed ad than in a neutral ad.

H3: Consumers will have a higher purchase intention for the product in the greenwashed
ad than the neutral ad.

11
4. Method
4.1 Overview of the methodology
A general model of the methodological choices made in this thesis is presented (see model 4.1).

Model 4.1 Overview of the methodology

Research approach:
Deductive approach

Research method:
Quantitative method

Research design:
Experimental design

Survey

Measurements in the survey:

 Purchase intention
Ethical positions
 Attitude towards ad
 Perceived deception

Implementations of the
study:
 Design of the survey
 Procedure

Collection of data

12
4.2 Research approach

Model 4.2 Deductive approach

4.2.1 Deductive approach

In this thesis a deductive approach is used. A deductive approach
proceeds from theoretical data to empirical studies. On the basis of the
information and the experiments already conducted in a certain area, a
hypothesis is created to be subjected to empirical scrutiny. To do this
correctly, one has to specifying how the information that will be used
to prove the hypothesis right or wrong, will be collected. (Bryman &
Bell, 2011)

Model 4.2 show the foundations of the deductive approach. The

hypotheses, based on the research theory, determines the data
collection process. In the last step the collected data is interpreted and
used to reformulate the original theory. The results are then tied back
to previous theories and research in the area. (Bryman & Bell, 2011)

4.3 Research method

4.3.1 Quantitative method
In this thesis, primary data is gathered with a quantitative research method.

Quantitative research focuses on quantification when it comes to gathering and analyzing

information. Often, it contains a deductive approach with emphasis on theory testing. The main
focus of quantitative research is to use empirical research methods to find answers. Quantitative
studies usually studies if a phenomenon exists and its underlying causes. In quantitative research
it is important to measure to which extent a study can be generalized to other groups and
situations, and if it shows the same results if replicated. (Bryman & Bell, 2011)

The benefit of a quantitative method is that the gathered data is easy to process; it gives clear and
interpretable results. It is also easier to work with a larger population because of the
generalizable nature. The disadvantages is that surveyed questions cannot be especially complex.

13
Deeper questions such as why or how a phenomenon exists are difficult to measure with the
quantitative method. (Jacobsen, 2002)

This thesis intends to investigate if greenwashing affect consumers’ perceived deception, attitude
towards an ad and purchase intention. A quantitative method is the preferred choice since this
thesis intends to measure differences between groups, rather than answer underlying reasons or
deeper behavioral aspects.

4.3.2 Internal reliability (Cronbach’s alpha)

For a quantitative research method to be successful, the measuring technique must be reliable
and valid. It also means that multiple questions used to measure the same object must show an
internal reliability. The internal reliability is often calculated with a mathematical measurement
called Cronbach's alpha.

To measure the internal reliability in the experiment, how closely a set of item are as a group,
Cronbach’s 𝛼 is used. Cronbach’s 𝛼 is a value between zero and one, where one equals a full
consistency, and zero equals no consistency between the items. Nunnally (1967) is often cited on
the matter of consistency and which values of 𝛼 that is acceptable to use in research. He argues
that an 𝛼 value between 0.5 and 0.6 is the minimum acceptable value. With this in mind, 0.6 is
considered the lowest acceptable value of Cronbach’s alpha in the study of perceived deception
and attitudes towards the ad.
𝐾
𝐾 (1 − 𝛴𝑖=1𝜎2𝑌𝑖)
Cronbach's 𝛼 is defined as 𝛼 = 𝐾−1 𝜎2 𝑋
2
Where 𝜎𝑋2 represents the variance of the observed total test scores and 𝜎𝑌𝑖 is the variance of the i
component for the measured sample (Peterson, 1994).

4.3.3 Internal validity (Students t-test)

To investigate the two examined groups differences in purchase intention, attitude towards the ad
and perceived deception this study uses a Students t-test (Newbold et. al, 2009). In this study, the
test compares the mean between the individuals exposed to the neutral ad and the individuals
exposed to the greenwashed ad. The t-test is used to measure the level of significance of the
differences between the two groups, which is an indicator of internal validity (Söderlund, 2010).

4.3.4 Survey as a quantitative measurement

In the implementation of a social psychological experiment, survey on paper is today the most
common form of measuring participants' reactions for a certain treatment. There are those who
criticize this type of research for the risk of participants responding in a socially desirable

14
fashion. This undesired behavior can be reduced by emphasizing the importance of participants
answering honestly and that the answers are anonymous. (Söderlund, 2010; Trost, 2012)

In the present thesis, measurements are formed in a continuous manner so that the participants’
reactions can take the form of a value between two extremes, e.g. "Strongly disagree" and
"Strongly agree" (Söderlund, 2010). The Likert scale is one of the most common methods for
measuring opinions in surveys (Van Alphen, 1994). The main idea behind the Likert scale is that
the answers on each statement can be summed to a total score (Likert, 1932). This thesis uses the
Likert scale since it is easy to design and to acquire a broad and measurable difference between
the respondents’ level of involvement in an issues. The main difficulty when using the Likert
scale is to make the statements as simple and objective as possible (Befring, 1994).

4.4 Research design

4.4.1 Experimental research design
This thesis uses a quasi-experimental research design which is recommended by both Jacobsen
(2002) and Bryman and Bell (2011) when investigating a causal relationship. In a quasi-
experiment the test group is exposed for a manipulation (the greenwashed ad) which the control
group is not exposed to. By comparing the results from the test and control group the effects of
the manipulation can be examined. A quasi experiment is also considered as a favorable design
when the research intends to explain consumer behavior and marketing (Kinnear & Taylor,
1996).

This experiment uses a posttest-only control group design. This design contains two groups, one
test group and one control group (Söderlund, 2010). In the current study, the test group is
exposed to a manipulated treatment in the form of the greenwashed ad. The control group is
exposed to the neutral ad. After the treatment the participants answer a survey. The purpose is to
measure possible effects in purchase intention, perceived deception and attitudes towards the ad
when exposed to the greenwashed ad.

4.5 Measurements in the survey

4.5.1 Perceived deception
The first hypothesis is chosen to study if consumers perceive the greenwashed ad claims and
design as deceptive. As previously stated, consumers who perceive an advertisement as
greenwashed will express negative attitudes towards the company and also develop lower
purchase intentions for the brand (Newell et. al, 1998). Therefore, it can be presumed that
consumers who identify an ad as greenwashed will rate it lower than an environmentally neutral
ad.

15
The hypothesis is tested with a three-question, seven-point Likert scale with questions relating to
the environmental properties of the product and the brand such as “RIN detergent is good for the
environment” (see appendix 3). The responses are summed up to form a single unit of measure.
4.5.2 Attitudes towards ad
The second hypothesis is chosen to study if greenwashing increases the positive attitude towards
the ad. The four questions are measured on a seven-point Likert scale from “strongly disagree” to
“strongly agree” and includes questions such as “This ad is informative” and “This ad is
offensive” (see appendix 3). In the final coding negatively worded questions are reversed to
allow the responses to be averaged. The responses are summed to form a single unit of measure.
This scale is chosen based on its frequent use in related advertising research (LaTour &
Henthorne, 1994; Henthorne et. al, 1993; LaTour et. al, 1990).

4.5.3 Intention to buy

The third hypothesis is chosen to study if greenwashing increases the intention to buy the
product. The direct question “If RIN Detergent was available in my local grocery store, I would
buy it the next time I went out shopping for detergents“ is measured with a seven-point Likert
scale from “Definitely would not buy” to “Definitely would buy”. According to Douglas and
Wind (1971), measuring purchase intentions on consumer goods through direct questions is a
statistically supportable predictor of purchasing behavior.

4.6 Ethical positions

There are many ethical dilemmas that can arise from the quantitative research methods presented
in this thesis. Bryman and Bell (2011) argue for five ethical guidelines that should be considered
in research made in business and management:

● Information requirement
The researchers should inform all people affected by the purpose of the research. They
should also be informed about the elements included in the research.

● Consent requirement
Regards the notion that all participants must know that their participation is voluntary and
that they can cancel their involvement at any time.
● Confidentiality- and anonymity- requirements
Information about all participants in a survey must be treated with utmost confidentiality.
Personal data must be stored in a secure way.
● Usage requirements
The collected data must only be used for the specific research purpose.
● False pretenses
16
 A researcher should not give participants false or deceptive information about the
research.

Goode (1996) argues that the information that is necessary to be presented to the participants in
an experiment should be decided case by case. He promotes the so-called “Situation ethics”,
where he argues that research will never be able to acquire knowledge of social phenomena if
researchers do not compromise on some ethical codes to a certain extent. Dalton (1959) argues
that he would never have been able to study the differences between official and informal actions
of company personnel without the tools of covert observations. Usually, researchers have no
other choice than to hide parts of their investigation objects if they want to study new and
interesting topics.

To be able to perform the present experiment, the real purpose of the study cannot be disclosed.
Both Bryman and Bell (2011) and Hollander (1974) suggest that, since in many marketing
surveys the participants need to have a naive attitude, it is not necessary to tell the whole truth.
Direct lies are not encouraged within Hollanders (1974) ethical framework, but sometimes it is
better not to disclose all facts. He also points out the importance of allowing participants to
remain anonymous. Neither the Marketing Research Society (MRS) nor the American Marketing
Association (AMA) currently have guidelines for experiments in marketing research, probably
because experiments are not one of the most common methods used in marketing research
(Söderlund, 2010). The MRS however, stresses the importance of allowing participants to remain
anonymous and the AMA has some general guidelines for marketing research, including striving
to always be honest.

With this in mind, we believe that the cause of this study justifies the decision not to disclose the
whole truth for the participants in the present experiment.

4.7 Implementation of the study

4.7.1 Choice of product and brand
The choice of product category is based on the theories of the FCB-grid (Ratchford, 1987),
which is a method to analyze the relationship between consumers and products (See table 4.1).
The grid is based on two concepts for sorting brands: The consumer’s involvement and motive.
A consumer’s involvement is divided into “high” and “low” to describe how much participation
the consumer generally put into interacting with- and consuming the product. The motive part of
the grid describes whether it is primarily a rational or emotional decision that affects the
purchase of a product.

This study aims to choose a product category that is in the lower bracket of the consumer’s
involvement, in other words, a product that is chosen by consumers without much contemplating
involved. This enables the participants to make a fair judgment in a quick experiment.
17
The second requirement is that the product is chosen with rational motives, which means that
what the brand conveys is an important reason to why the consumer chooses it. Succeeding with
greenwashing in the rational part of the grid means that the company has deceived the consumer
into thinking that the product is more environmentally friendly than it is.

Table 4.1 FCB grid

FCB GRID Thinking Feeling
High Quadrant 1: Quadrant 2:
involvement Informative affective
Low Quadrant 3: Quadrant 4:
involvement Habitual Satisfaction
Based on Ratchford, 1987

Detergent is chosen because it fulfills the requirements of a “low involvement” and “thinking”
product in the FCB-grid. Detergent is also one of the consumer goods where green advertisement
is particularly common, and a category widely affected by greenwashing. (Eltell & Åberg, 2012).
Further on, detergent is chosen because it is a product that most college students buy, use and are
familiar with.

The brand chosen for the experiment in this thesis is a detergent brand named RIN, one of
India’s leading detergent brands. RIN detergent is made by Hindustan Unilever Ltd and is only
sold in India. As of today, it has no market shares outside of India and has made no commercials
outside of the Indian market (Hindustan Unilever, 2014). The choice of brand is confined to an
unknown brand to the Swedish market, so that the label itself does not affect the participants’
attitude towards the ad and the product.

4.7.2 Design of the survey

Two printed ads for the detergent brand RIN were created for the study. According to Barbour
and Gardner (1982), one can only manipulate the subjects tested in the experiment when
studying the effects of a misleading or deceptive ad. The ads are made with consideration of the
Swedish marketing laws and the guidelines from International Chamber of Commerce (ICC),
ISO 14021 (Konsumentverket 2014; European Commission 2000).

The ads are presented in color and the greenwashed ad shows RIN detergent and the brand logo
surrounded by a green forest beside a lake. A pre-study with 13 students from the University of
Gothenburg was conducted to choose the background for the greenwashed ad. The participants
were given three ads with different themes and asked which theme they found most
environmentally friendly (see appendix 6). The highest ranked theme was then used in the final
experiment.

18
The greenwashed ad (see appendix 1) contains three greenwashed slogans that are highly visible.
The first slogan, “Good for you, good for the planet”, is in large moss colored text with a
handwritten font on the right side of the ad next to the detergent box. The second slogan, “Pure
and natural”, is integrated in the RIN logo on the top right corner. The last slogan, “100%
natural”, is visible as a green seal in the top right corner of the ad.

To select the slogans, a list of 13 environmental claims used in actual commercial was compiled.
A pre-study with 15 students from the University of Gothenburg was conducted to choose the
most appealing ones. The participants were asked which of the slogans they found most
appealing to them if they were buying a detergent. The three highest rated slogans were chosen
for the greenwashed ad.

The text “RIN detergent is made with nature in mind. The green washing powder keeps both
your clothes and your conscience clean” was added to make the ad more distinguished and
highlight the green aspect.

The neutral ad (see appendix 2), uses the same detergent box and logo as the greenwashed ad,
but is shown in a completely white background. The logo’s slogan is switched to the company’s
real slogan “Clothes talk to us” (Hindustan Unilever, 2014) instead of the greenwashed theme
“pure and natural”. The text “RIN detergent removes even tough dried in stains. Ensuring that
you are left with stain free laundry 1st time every time!” (Vanish, 2014) was added to present the
product in the same format as the greenwashed ad. The text focused on the properties of the
detergent and was inspired by the detergent company Vanish.

4.7.3 Manipulation check

To investigate if the greenwashing treatment has the desirable properties, a manipulation check
was performed both before and in the experiment. An advantage of a manipulation check before
the experiment is that it does not affect the outcome of the experiment. It also gives an indication
whether the manipulation check is sufficient. The disadvantage to only perform a manipulation
check before the experiment is that the results of the pre-study are not necessarily the same as in
the actual experiment. To solve this problem the same manipulation check is included within the
experiment. (Söderlund, 2010)

The separate pre-study had 10 participants who were exposed to the neutral advertisement and 10
other participants were exposed to the manipulated ad. The participants are all students at
University of Gothenburg. All participants were asked to respond to the statement: “RIN
Detergent only contains natural ingredients” on a seven-point Likert scale from “Strongly
disagree” to “Strongly agree”. The pre-study shows that there is in fact a difference between the
two groups (see appendix 7), and suggests that the treatment contained the desired properties.

19
4.7.4 Procedure
The experiment was conducted at the School of Business, Economics and Law at the University
of Gothenburg on six occasions. It was orchestrated in classrooms containing around 50 students
each. A five minutes introduction regarding the contents of the survey was presented from a
manuscript (see appendix 4). The participants were told that they were participating in a
voluntary study concerning attitudes for one of Asia’s major detergent brands that could
potentially enter the Swedish detergent market in the near future.

In three of the classes, the survey was presented together with the greenwashed advertisement. In
the other three classes, the neutral advertisement was presented with survey. This separation was
made to prevent the students’ answer from being affected by comparing both advertisements.
After the subjects were given the survey, they were asked to respond to the questions in the
accompanying questionnaire. It was emphasized that the answers are anonymous, that there were
no right or wrong answer and that they should answer honestly. The participants showed a high
level of involvement and since they all answered individually, it can be presumed that the
experiment was conducted under a controlled condition.

4.7.5 Sample selection

Because of the limited time frame, this thesis uses a convenience sample. The studied population
is delimited to university students at the University of Gothenburg. Previous research have
shown that even environmentally involved and high educated people will perceive greenwashed
advertising in a positive light (Newell et al, 1998; Stokes, 2007). Students of higher education
are therefore an interesting group for measuring the effects of greenwashing. The survey is also
issued in English to avoid translation ambiguities with the thesis which makes students, as
knowledge of English is usually a criterion for higher studies, a preferable test group.

4.7.6 Sampling method and sample size

Participants were chosen on the basis of single-stage cluster sampling (Bryman & Bell, 2011).
This is a method used when the desired population naturally forms groups. Since students
naturally are clustered into classes this method is optimal for the experiment conducted in this
thesis. The classes were chosen randomly solely based on size and location.

Six classes are examined in this study, with a total of 262 participants. The non-response was
zero, which indicates a high level of involvement and that the participants perceived the survey
as serious.
4.7.7 Source criticism
Thurén (2005) argues that there are four principles that must be considered when controlling
sources:
● Authenticity - the source must be what it purports to be.
● Temporal association - There is an increasing reason to doubt an older source.
20
 ● Independence - The source must stand on its own. It should not be a summary or a
transcript of another source.
● Freedom of tendency - There should be no reason to suspect that the source gives a false
image of the reality.

This thesis uses sources in accordance with Thurén's (2005) principals as far as it is possible. In
some cases older sources are being used when either the author is still relevant or there is a lack
of more updated research.

The methods used in this thesis is primarily based on three renowned authors in the subject;
partly on the book Business Research Methods by Bryman and Bell (2011) and on the book
Experiment med människor by Söderlund (2010). Further on, this thesis is primarily based on
articles from scientifically credible journals, such as Journal of Marketing, Journal of
Advertising, Journal of International Consumer Marketing and Journal of Consumer Research.

We have a neutral position towards the research. The quantitative approach of the study gives us
less ability to influence the participants compared to a qualitative approach. We have no
personal, economic or political interest that can affect the selection of the sources in this thesis.
To ensure that the research is as free from tendency as possible, we have operationalized and
designed the questionnaires in the best possible way to ensure that neither the survey nor our
implementation influenced the participants.

21
5. Results
5.1 Descriptive statistics
The study includes 262 participants dived into two groups. 139 participants were exposed to the
greenwashed ad and 123 to the neutral ad. In both groups the average age is between 24 and 25
years. There are slightly more females than males participants in both groups, which represents
the general gender distribution of the students at the University of Gothenburg.

Table 5.1 Gender and age

Greenwashed Neutral Total

Female participants 82 70 152
Male participants 57 53 110
Total participants 139 123 262
Average age 24.8 24.5 24.7

5.2 Manipulation check

The manipulation check revealed that there is a significantly higher mean score (m=3.36) for the
greenwashed ad than the mean score for the neutral ad (m=1.37). A 2-tailed t-test shows that,
with a 95 percent confidence, the difference is statistically significant (p <0.05) (see table 5.2).
This suggests that the greenwashing treatment has the desirable properties.

Table 5.2 Manipulation check

Significance (2-tailed)

Manipulation 0.000
check

5.3 Reliability
For the three questions about perceived deception the Cronbach α was 0,913 (see table 5.3),
which is a clear indication of internal consistency (Peterson 1994; Nunnally, 1967). The four
questions regarding attitudes towards ad has an α value of 0,634 (see table 5.4), which is seen as
acceptable (Nunnally, 1967). Since the value is in the lower spectrum for an acceptable α value
and previous research is inconsistent in the matter of acceptable values (Nunnally, 1967;
Peterson 1994), a Pearson correlation test was conducted (see table 5.5) to investigate further if
some specific question stood out. This correlation test shows a significant positive correlation
between all variables except between the questions “This ad is informative” and “This ad is
offensive”. However, since these questions individually show a significant correlation with all
other questions and as 0,634 is considered an acceptable α value, all questions used in the
experiment to measure attitude towards ad are used in this study.
22
Table 5.3 Cronbach’s alpha: Perceived deception
Cronbach’s N of items
Alpha
0.913 3

Table 5.4 Cronbach’s alpha: Attitudes towards ad

Cronbach’s N of items
Alpha
0.634 4

Table 5.5 Correlation Attitudes towards ad

Ad is Ad is Ad is Ad is
irritating good informative offensive
Ad is irritating Pearson Correlation 1 0.313** 0.268** 0.478**
Sig. (2-tailed) 0.000 0.000 0.000
Ad is good Pearson Correlation 0.313** 1 0.492** 0.168**
Sig. (2-tailed) 0.000 0.000 0.007
Ad is informative Pearson Correlation 0.268** 0.492** 1 0.086
Sig. (2-tailed) 0.000 0.000 0.168
Ad is offensive Pearson Correlation 0.478** 0.168** 0.086 1
Sig. (2-tailed) 0.000 0.007 0.168
**Correlation is significant at the 0.01 level (2-tailed).

23
5.4 Hypothesis testing
Hypothesis 1 (H1) predicts that consumers will not be able to identify a greenwashed ad’s claims
and design as deceptive. The average level of perceived deception in the neutral ad is 1.62 (see
table 5.6) on a seven-point Likert-scale and for the greenwashed ad the mean is 3.39. The t-test
shows a significant difference between the mean scores for the level of perceived deception
between the two ads (see table 5.7). This result supports H1 and reveals that the participants in
the group with the greenwashed ad were not able to identify the greenwashing.

Hypothesis 2 (H2) predicts that consumers will have a more favorable attitude towards the
greenwashed ad than the neutral ad. The mean level of attitude towards the ad in the neutral ad
was 4.04 on a seven-point Likert-scale and for the greenwashed ad the mean was 4.08 (see table
5.6). The t-test reveals that there is no significant differences between the mean scores for the
attitudes toward the ads (see table 5.7). H2 is not supported and this result shows no significant
relationship between which ad the participant is exposed to and the attitude towards the ad.

Hypothesis 3 (H3) predicts that consumers will be more inclined to buy the product in the
greenwashed ad than the neutral ad. The mean level of purchase intention in the neutral ad is
2.18 on a seven-point Likert-scale and for the greenwashed ad the mean is 2.88 (see table 5.6).
The t-test shows a significant difference between the mean scores for the level of purchase
intentions between the two ads (see table 5.7). This result supports H3 and reveals that the
participants that were exposed to the greenwashed ad are more inclined to buy the product.

Table 5.6 Mean and standard deviation

Group Perceived Attitude Purchase
deception towards ad intention
Greenwashed Mean 3.3885 4.0701 2.88
ad Std. Deviation 1.34930 1.9783 1.506
Neutral ad Mean 1.6179 4.0366 2.18
Std. Deviation 0.81167 0.84971 1.138
Total Mean 2.5573 4.0544 2.55
Std. Deviation 1.23332 1.04709 1.388

Table 5.7 Students t-test

Significance
Perceived deception 0.000
Attitude towards ad 0.792
Purchase intention 0.000

24
6. Discussion
6.1 Discussion
The present study reveals interesting indications regarding greenwashed claims in advertising.
Firstly, the results reveal that consumers cannot identify greenwashed ad claims or design as
deceptive, something which is supported by Newell et. al (1998). According to the present study,
consumers consider a brand as more environmental friendly if exposed in a greenwashed ad, than
in an environmentally neutral ad. Since the greenwashed ad in this thesis follows the current
Swedish market legislation and ICC regulations, the results raise the question of whether current
legislation is sufficient. Even though the legislation aims to prevent environmental deceptive
claims, it is clear that marketers still can deceive customers with greenwashed claims without
breaking present legislation. Without a stricter legal definition of what green marketing may
contain, there is little incentive for companies or advertisers to stop using greenwashing.

It should be mentioned that both ads were rated on the lower bracket on the seven-point scale,
which is probably due to the choice of an unknown brand. There is a general consumer mistrust
of unknown brands when presenting environmental claims, a mistrust that more recognized
brands do not have to deal with (Davis, 1994).

Secondly, the findings indicate that there is no significant difference in attitudes towards the ads.
Our hypothesis that consumers’ attitude towards the greenwashed ad is more favorable is not
supported. Therefore, it cannot be concluded that a more positive attitude towards an ad can be
gained by the use of greenwashing. However, the present study does not show any signs of
consumers having a more negative attitude towards a greenwashed ad.

Thirdly, based on these results, it can be concluded that there is a significant difference in
purchase intention between the two examined groups. Even though the mean score levels for
both groups were in the lower bracket of the grid, these results indicate that greenwashing
increases purchase intentions. A low mean score could be the result of choosing a detergent
brand, since detergent is not a high involvement product and it would most probably have a low
purchase intention in any setting.

In contrast to the presumed relationship where perceived deception affects attitude towards an ad
which in turn affects purchase intentions (see model 1.1, p. 5), the results show a different
relationship. There is a significantly higher purchase intention in the group exposed to the
greenwashed ad even though there is no notable difference in attitude towards the ad. This
suggests that the attitude towards the ad is not a decisive factor in determining purchase
intentions of green products (see model 6.1).

25
Model 6.1 Reevaluated relationship model

Perceived deception

Purchase intention

Attitude towards ad

Contrary to Paço and Reis’ (2012) claim, that green advertising will be received with skepticism
by consumers, this study shows that green advertising claims in fact increase their purchase
intentions. However, the development of truly green products may be hampered in the current
consumer market, since greenwashed claims are also perceived as environmentally friendly, as
suggested by Paço and Reis (2012). Do consumers care more about being perceived as
environmentally friendly, than in fact being so? Newell et. al (1998) suggested that consumers’
desire to look green may be greater than the willingness to critically review advertising claims,
which is not disproved by the result in this study.

Finally, the result of this study suggests that companies can use greenwashed claims to gain a
greener image for a product and increase consumers’ purchase intention. To stop companies
from being able to free ride on the green train, an update in current legislation to clarify when
green claims may be used, could be a partial solution. As past events have proven, companies
tend to circumvent environmental legislation (Eltell & Åberg, 2012; Friends of the Earth Europe,
2009). An alternative or complementary solution to a stricter legislation could be to promote a
better understanding of greenwashing and its consequences to the public. Consumers that are
able to identify greenwashing in advertisement and feel deceived by companies are less likely to
buy the companies’ products (Newell et. al, 1998). A general understanding of greenwashing
could lead to consumers being able to better distinguish between greenwashed and truly green
products. This could in turn result in a stronger incentive for companies to develop and
implement internal ethical guidelines to deter the risk of decreased sales.

26
6.2 Managerial implications
The results of this thesis show that there are marketing implications of greenwashing that can
benefit companies. For products that are in the low involvement consumer goods category
(Ratchford, 1987), the use of greenwashing in advertising can in fact increase sales. On the other
hand, the thesis, does not support any indication of an improvement in perceived attitude towards
an ad that uses greenwashing.

It should be noted that an advertisement that is perceived as deceptive by consumers can lose
credibility both towards the advertised product and the company itself (Newell et. al, 1998). As
consumers in this experiment have not perceived the greenwashed ad as deceptive, a fairly
deceiving ad still has the power to mislead customers.

A warning should be stated about the legal framework for environmental advertisement. There
are many instances where companies have been indicted and fined for deceptive environmental
advertising (Eltell & Åberg, 2012). However, the results of this thesis show that while following
the Swedish environmental marketing legislation, it is still possible to use greenwashing in
advertising to increase consumers' purchase intentions.

7. Further research and conclusion

7.2 Further research
The current thesis shows that there is more research to be done regarding the impact of
greenwashing. In further research it is recommended that a more diverse sample is used to
increase the possibility to generalize the findings to the whole Swedish population. It would also
be interesting to examine a high involvement product under similar conditions to investigate
whether the results differ between product categories. Further, it would be of interest to
investigate if consumers’ response to greenwashing is affected by their environmental
involvement. Finally, it would be of value if future research also included underlying reasons and
deeper behavioral aspects connected to greenwashing.

7.3 Conclusion
Swedish consumers are becoming more environmentally conscious and the demand for green
products and services has increased significantly in recent years. Striving to meet consumer
demand for green products, there are several instances where companies use greenwashed
claims. The current experiment shows how greenwashed ads affect consumers’ perceived
deception, attitude towards an ad and purchase intention.

Since consumers’ willingness and ability to critically review companies’ environmental claims
are limited, there is without a well-formulated environmental marketing legislation weak

27
incentive for companies to stop greenwashing. A greenwashed ad increases consumers’ purchase
intention and the use of greenwashing does not negatively affect the attitudes of consumers. To
stop companies from abusing this phenomenon, an updated legislation as well as a better
understanding in the public regarding greenwashing are recommended. This could
correspondingly result in a stronger incentive for companies to implement internal ethical
guidelines regarding greenwashing to deter the risk of decreased sales.

28
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Appendix
Appendix 1. Greenwashed ad

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Appendix 2 Neutral ad

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Appendix 3. Survey questionnaire

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37
Appendix 4. Survey manuskript
Hej, mitt namn är Jacob Krafft och detta är Rei Saito. Vi skriver just nu vår kandidatuppsats här på
Handels och skulle behöva er hjälp. Ni kommer att få en annons för tvättmedlet RIN, som är ett av Asiens
ledande tvättmedelsmärken och som funderar på en etablering i Europa och detta är ett exempel på hur en
annons då skulle kunna se ut. Ni kommer också få en enkät med några frågor på engelska gällande
annonsen som vi vore väldigt tacksamma om ni tog er tid och svarade på. Enkäten är frivillig och de som
väljer att svara på annonsen är helt anonyma. Det finns inga felaktiga svar och vi ber er att svara så ärligt
som möjligt utan att titta på vad grannen svarar.

Appendix 5. Pre-study 1: Slogans tested

Slogan % of
votes
“Good for you, good for the planet” 47
“Pure and natural” 33
“100% natural” 27
“Green and clean” 20
“Natural cleaner” 13
“Naturally clean” 13
“Think green” 13
“Go green” 13
“Powering a clean environment” 13
“Every wash is green” 7
“Clean clothes and clean conscience” 7
“It’s easy being green” 7
“Sustainably produced” 7

Appendix 6. Pre-study 2: Ad designs tested

Theme Mean
score
“Green forest” 3,5
“Blue sky” 2,2
“Yellow flowers” 1,4

Appendix 7. Pre-study 3: Manipulation check

Significance
(2-tailed)

Manipulation 0.000
check

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