Cette recherche examine l'influence du greenwashing publicitaire sur l'image écologiquedu produit et de l'annonceur. Une expérimentation fondée sur le modèle ELM et menéesur 640 répondants manipule trois éléments d'exécution publicitaire : la couleur verte, leterme " durablement " et...

The present research investigates the influence of advertising greenwashing onproduct and brand ecological image. Based upon the ELM model, an experiment held on 640consumers manipulates three executional elements of an ad: the use of the green color, thepresence of the word “sustainable”...

This article deals with the concept of the experiential label. This label conveys subjective information provided by an expert (critic) on the quality of the consumptive experience. The purpose of this empirical study was to assess the impact of the experiential label on the market for classical...