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Communicating environmental information: are marketing claims on packaging misleading?

journal contribution
posted on 1998-02-01, 00:00 authored by Michael PolonskyMichael Polonsky, J Bailey, H Baker, C Basche, C Jepson, L Neath
The increased usage of questionable environmental marketing claims has become an issue of concern for academics, policy makers and consumers. Much of the research to date, has focused on the accuracy of environmental claims in advertisements, with the information on product packaging being largely ignored. This study uses a content analysis to examine the environmental information on packaging. More specifically it examines the packaging of the population of dishwashing liquid bottles available in grocery stores in a large city in Australia. Evaluation criteria are developed to classify the various types of information and the degree to which the information is "misleading". Seven different informational categories and four accuracy categories are developed. These criteria are developed based on the existing environmental advertising literature and environmental marketing regulations in the U.S. and Australia. It was found that a majority of the packaging information can be classified as being not accurate.

History

Journal

Journal of business ethics

Volume

17

Issue

3

Pagination

281 - 294

Publisher

Springer

Location

Berlin, Germany

ISSN

0167-4544

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

1998, Kluwer Academic Publishers

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