Executional Greenwashing: The Unseen Attraction to Nature : A qualitative study on Consumers Perception of Advertisement within Fast-Moving Consumer Goods that is ‘Executionally Greenwashed’

Abstract: With society's growing concern of the environmental impact that consumerism has today, consumers are more aware than ever of how their consumption habits affect their surroundings. This study is based on the consumer's journey of choosing products based on their environmental impact and the complications of it. The study will examine a subsection of Greenwashing, called Executional Greenwashing, that is used to subconsciously communicate messages about greenery towards the consumer, inferring their decision making. The goal of the research is to provide an understanding of how consumers react to Fast-Moving Consumer Goods advertisements containing Executional Greenwashing elements and what factors influence their reaction. The study uses primary and secondary data together with conducted interviews to examine how the use of Executional Greenwashing affects consumers' emotions towards advertisements containing these elements. The findings reveal how knowledge and expertise are the main factors to influence how consumers react to Executionally Greenwashed advertisement. The study also provides a conceptual model based on the findings to explain what emotions are affected in consumers. Consumers and researchers can use these findings to gain a further understanding of the effects of Executional Greenwashing and continue upon this research to achieve a complete understanding.