Effect of executional greenwashing on market share of food products: An empirical study on green-coloured packaging

Greenwashing refers to the strategies adopted by some manufacturers to convey environmentally friendly pro-duction methods using claims, green-coloured packaging, and nature-evoking images without reflecting an actual environmental commitment. This phenomenon constitutes a threat to the development of an environ-mentally and economically sustainable market. Evaluating the impacts of these practices on the purchase behaviour of food consumers is crucial to provide manufacturers, retailers, and policymakers with meaningful guidance. This study aims to analyse the effect of the green-coloured packaging of two chocolate bars on con-sumers' choices. We implemented an online choice experiment with 737 Italian consumers following a between-subject approach. In the control treatment, we used the original packaging of both chocolate bars, whereas, in the other two treatments, we coloured the packaging of one chocolate bar green and retained the other's original colour. We estimated how the market shares changed when the packaging was greenwashed and segmented our sample according to respondents' attitudinal traits. Our findings demonstrate that greenwashing food products can potentially increase their market share compared to ordinary food, thus supporting the concerns of consumer organisations. However, the present study was inconclusive in identifying a profile of consumers who are most likely to be taken in by greenwashing. In the conclusion, we provide practical implications for policymakers, industry, and retailers for counteracting greenwashing.

Automated summary

Greenwashing refers to the strategies used by manufacturers to promote environmentally friendly production methods without actually committing to these practices. This phenomenon poses a threat to the development of a sustainable market. Evaluating the impact of greenwashing on consumer behavior is crucial for meaningful guidance to manufacturers, retailers, and policymakers.