What is it about?
This study uses an experimental method to see how features of fictitious advertisements affect perceptions that a product was "greenwashed," and how that affects purchasing intentions. We found that describing environmental consequences as close and definite leads to increased greenwashing perceptions. And, greater greenwashing perceptions reduces purchasing intentions. For message designers, this suggests that using more abstract descriptions of green benefits may be more persuasive.
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This page is a summary of: Too close to trust: Message features, resistance, and greenwashing in green advertising., Journal of Experimental Psychology Applied, April 2026, American Psychological Association (APA),
DOI: 10.1037/xap0000578.
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