Différents travaux sur la Responsabilité Sociale des Entreprises (RSE) montrent que les consommateurs perçoivent plus favorablement les entreprises agissant de manière responsable, mais n'étudient pas spécifiquement les effets de la communication sociétale et de ses caractéristiques sur...

De nombreuses entreprises du secteur de la distribution communiquent sur leursengagements sociétaux afin d’améliorer leur image auprès des consommateurs. Néanmoins,face à la profusion d’arguments plus ou moins fondés, l’efficacité de la communicationsociétale des enseignes est...

This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or...

Many retailers communicate about their societal engagements to improve their image. Yet, overwhelmed by these more or less well-founded societal claims, consumers get troubles to identify truly responsible retailers, making societal communication probably less efficient. Based upon the...

Previous research works on corporate social responsibility (CSR) generally acknowledge that consumers develop more favourable perceptions of responsible firms. Yet next to nothing has been written on the effects of the firm's societal communication and its characteristics on brand equity. In...

Using classical models of information processing and persuasion, this study examines two interdependent issues regarding 'executional greenwashing'. First, it questions the efficiency of executional elements evoking nature to artificially enhance the brand's ecological image. Second, it studies...

‘Executional greenwashing’ refers to the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Based on classic models of persuasion, a first experiment reveals that evoking nature does mislead consumers, especially if they have low knowledge...

Using classical models of information processing and persuasion, this study examines the efficiency of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as a means to encourage more sustainable consumption patterns. The Directive requires European carmakers to...

Many firms, especially retailers, communicate about their societal engagements toimprove their image. Yet, overwhelmed by these more or less well-founded societal claims,consumers get troubles to identify truly responsible retailers, making societal communicationless efficient. To better...

This paper mobilizes classical models of information processing and persuasion (ELM) to examine the efficiency of a European Directive 1999/94/EC of December, 13, 1999 regarding automotive carbon emission information to convert consumers to more sustainable patterns of consumption. This...