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Project Code [2022-GCE-1135]

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Project title

Experimental tests of the effects of greenwashing on consumer choice

Primary Funding Agency

Environmental Protection Agency

Co-Funding Organisation(s)

n/a

Lead Organisation

Economic & Social Research Institute (ESRI)

Lead Applicant

Anne Nolan

Project Abstract

Transitioning to a circular economy requires consumers to favour companies that employ more sustainable practices. However, demand for environmentally friendly products means a growing number of companies engage in ‘greenwashing,’ i.e., market their products as more sustainable than they actually are, with terms that are misleading or ambiguous. The BRU have an established experimental paradigm for testing the effects of presentational attributes on consumer choice, which includes real and hypothetical purchases. This research project proposes to employ this paradigm to provide the first experimental test of the effect of greenwashing on consumer choice. This paradigm has previously been employed to test the effects of NutriScore labelling on consumption of high fat, salt and sugar (HFSS) foods and to test the potential for disclosure on mitigating the effects of personalised pricing. This project will also test the potential for an education intervention to help consumers identify greenwashing and “boost” decision-making. The findings will provide evidence for policy regarding (1) the extent to which various forms of greenwashing are prevalent in the Irish market: (2) the consequences of different forms of greenwashing on consumer choice, (3) the potential for education interventions to mitigate greenwashing, and (4) the need to regulate various commonly employed greenwashing techniques.

Grant Approved

� -

Research Hub

Green and Circular Economy

Research Theme

n/a

Start Date

25/10/2022

Initial Projected Completion Date

24/10/2023