Green Skepticism

Businesses falsely advertising their products as green, or greenwashing, causes skepticism among consumers, making it difficult for marketers to successfully get their green message across. Thus, leading marketers look for more effective ways to deliver green messages. Past research shows that human presence in ads can positively impact consumer attitudes. However, there is limited research on human presence within green advertisements. According to previous research on nature connectedness, humans have a preconceived notion that human interaction with nature will cause disruption in an environmental setting. Furthermore, brand image (e.g., associated with being environmentally responsible) is known to drive consumer perceptions of green advertising. To understand, how consumers will respond to human presence in green advertisements and how brand image plays a role, we conducted a 2 (brand orientation: green-oriented vs. non-green-oriented) * 2 (human presence: without vs. with) between subject behavioral experiments examining two product categories, cars and apparel.

The dataset consists of eye-tracking data (fixation duration) and demographical information. Survey data is displayed in the SPSS-files.