Presenting Product Greenness (03-04-20)

Usrey and colleagues investigated how being described as environmental responsible influences perceptions of product effectiveness.  Their work focuses on “the performance liability associated with green products, in which consumers perceive them as being less effective. This research examines the concept of ‘green understatement’ (i.e., communication of implicit green signals [not emphasizing green product attributes]) compared with ‘green emphasis’ (i.e., communication of explicit green signals [emphasizing green attributes]) in green product advertising as a strategy to enhance performance evaluations. . . . We suggest and show that implicit green signals are more effective in conditions under which consumers have more concerns about the product’s performance or have lower expectations about its greenness. More specifically, the results of two experimental studies show that implicit (versus explicit) communication about greenness leads to higher performance evaluations for products that are less commonly green . . . and for products that have an optional green mode.”

Bryan Usrey, Dayananda Palihawadana, Charalampos Saridakis and Aristeidis Theotokis.”How Downplaying Product Greenness Affects Performance Evaluations:  Examining the Effects of Implicit and Explicit Green Signals in Advertising.”  Journal of Advertising, in press, https://doi.org/10.1080/00913367.2020.1712274