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KEEPING THE FAITH: CONSUMER TRUST, GREEN MARKETING CLAIMS AND SUSTAINABLE CONSUMER BEHAVIOR Prof. Lucy Atkinson Department of Advertising & Public Relations College of Communication University of Texas at Austin Consumption trends… Organic food sales: 2009: $24.8 billion 1990: $1 billion Made in America 3/5 Americans say more likely to purchase something if it’s made in USA Product (RED) has raised $150 million But spent $100 million on advertising Automakers are introducing dozens of new models of electric cars Socially Conscious Consumption Consumer choices that are made with broader social goods or benefits in mind Sometimes called: ethical consumerism, political consumerism, responsible consumerism, green consumerism, sustainable consumption Consumer choices can be politicized “Now, the American people have got to go about their business. We cannot let the terrorists achieve the objective of frightening our nation to the point where we don't conduct business or people don't shop.” President George W. Bush (Oct. 11, 2001) Consumption & Citizenship Theoretical underpinnings: Declining political engagement, rising consumerism Changing media environment Globalization and postmodernism Alternative politics Shift from politics of loyalties to politics of choice (Norris, 2002) Changing citizenship norms Socially conscious consumption as citizenship Citizen v. consumer Consumption & Prosocial Orientations Consumer socialization as a component of political socialization ARC – Transformative Consumer Research Consumer socialization among preschoolers AEJMC – Mass Communication & Society Green advertising claims and consumer interpretations Consumption & Prosocial Orientations Attitude-behavior gap (Kalafatis & Pollard 1999; Peattie 2010; Vermeir & Verbeke 2006) Consumption & Prosocial Orientations Consumption & Prosocial Orientations Corporations & Sustainability (Lacy, Peter, Tim Cooper, Rob Hayward & Lisa Neuberger (2010). A New Era of Sustainability: UN Global Compact-Accenture.) Corporations & Trust Consumers & Trust Persuasion depends on trust (Boush et al. 1993; Hovland & Janis 1959; McGuire 1968) Salient for sustainability issues Credence claims = benefits or attributes that cannot be verified through information or personal experience (Teisl, Rubin & Noblet 2008) Green trust gap Consumer concern ≠ purchase Greenwashing: 7 in 10 Americans think “green” is a marketing tactic TerraChoice study: 99% of claims were greenwashing Eco-labels Certification Leading to market differentiation, greater purchase intent and a willingness to pay a premium for ecolabeled products. Kinds: Sponsored/administrated by governments or corporations or non-profits (NGOs) Single-item or multi-attribute Eco-labels Eco-labels Backlash Lack of empirical research (McEachern 2008) Inconsistencies (Crane 2000; Prothero 1990) (Lirtzman & Avichai 1986; Sheffet 1983) Conceptual or methodological shortcomings Operationalizing variables like trust, label source Sampling (Beltramini and Stafford1993; Teisl, Rubin & Noblet 2008) Objectives To clarify the role of eco-labels and account for the influence of consumer trust Methodologically rigorous approach How does trust predict eco-label perceptions? Which labels are most effective? Method: Experiment embedded in a survey Knowledge Networks Probability-based, representative sample (n=400) Survey IVs: Trust (advertising, government, corporate) PCE Environmental knowledge and behaviors plus demographics DVs: Eco-label awareness Eco-label attitude Eco-label use Experiment Eco-label factors that influence message processing and persuasion ELM (Petty and Cacioppo) Source credibility Corporate vs. government (Lirtzman & Avichai 1986; Ozanne &Vlosky 1997; Parkinson 1975; Sheffet 1983) Argument quality High v. low (Boer, Huurne & Taal, 2006; Tang, Fryxell & Chow 2004; Teisl et al. 2002) Experiment Experiment DVs: Eco-label credibility Product attitude Purchase intent Experiment Experiment Experiment: Discussion DV: Eco-label trust Main effect of Argument quality DVs: Product attitude and purchase intent Interaction Government sources must be high quality Purchase most likely Implications Labels are useful Must be done “right” Consumer trust Where to focus efforts: advertising v. corporate trust Future research Third label source Different products Cross cultural Future Plans SCP’s Advertising and Consumer Psychology Conference in Eugene, OR in May Summer research funding Aim for journal submission in August Thank you! Questions?
