Comparing the effects of greenwashing claims in environmental airline advertising: perceived greenwashing, brand evaluation, and flight shame

Drawing on information process theories, this study investigated whether consumers have the ability to perceive greenwashing in vague and false greenwashing claims, as well as in abstract and concrete compensation greenwashing claims. Moreover, we examined the moderating role of topical environmental knowledge. We also looked at the effects of perceived greenwashing on brand evaluation and flight shame. Findings of an experimental study with a quota-based sample (N = 658) indicate that only concrete compensation claims do not significantly enhance greenwashing perceptions. However, when consumers have a high topical environmental knowledge, they are able to discover greenwashing in concrete compensation claims as well. Once greenwashing perceptions are triggered, they harm brand evaluations and foster flight shame. Implications for research on greenwashing and conclusions for practitioners are discussed.