An eye-tracking study: perceptions of greenwashing and the impact of greenwashing literacy

Purpose Airline ads increasingly include nature imagery to enhance the (wrongfully) perceived greenness of the advertised brand (i.e. executional greenwashing). However, it remains unknown whether executional greenwashing in airline ads distracts consumers from processing the information presented in the ad and from perceivinggreenwashing. This study aims to shed light on consumers’ perceptions of greenwashing in ads, using executional greenwashing, and the role of greenwashing literacy in this context. Design/methodology/approach In an experimental eye-tracking study (n = 175), the authors manipulated environmental compensation claims, including executional greenwashing, as well as consumers’ greenwashing literacy. They measured fixation count, fixation duration, and perceived greenwashing. Findings Neither executional greenwashing nor greenwashing literacy influenced consumers’ fixation count and fixation duration of informational text boxes depicted in the ads. However, consumers perceived more greenwashing in ads with nature imagery than without it. Moreover, greenwashing literacy heightened consumers’ perception of greenwashing. Originality/value For the first time, this study showed that although gaze behavior was not affected by executional greenwashing consumers were well able to recognize greenwashing attempts.