54th Annual Conference of the European Marketing Academy - EMAC 2025, Pozuelo de Alarcón (España). 25-30 mayo 2025
Resumen:
This study explores tradition-washing, where consumers mistakenly perceive traditionally marketed food products as eco-friendly or green due to associations with naturalness, healthiness, or authenticity. Despite limited evidence that traditional methods lower environmental impact, the study investigates how communication of traditionality influences green perceptions and the role of psychological mechanisms, such as groundedness. An online experiment with 280 participants reveals that promoting traditional production enhances consumer preferences and green perceptions, especially among those with low nostalgia, and applies equally across vice and virtue product categories. Highlighting the risk of tradition-washing, this research underscores the mediating role of groundedness in driving green perceptions, with practical recommendations for companies, policymakers, and consumer organizations to mitigate misperceptions.
Resumen divulgativo:
El trabajo demuestra que las marcas con métodos de producción tradicionales se perciben como más verdes porque elicitan sentimientos de groundedness.
Palabras clave: tradition-washing; greenness; groundedness
Fecha de publicación: 25-may-2025
Cita:
A. Larrañaga, C. Valor, P. Antonetti, "From Tradition to Greenwash: How Heritage Imagery Shapes green-perceptions", presentado en 54th Annual Conference of the European Marketing Academy - EMAC 2025, Pozuelo de Alarcón, España, 25-30 mayo 2025
IIT-25-197C
