Increasing Advertising Literacy to Unveil Disinformation in Green Advertising

To actually buy environmentally friendly products, consumers need to recognize legitimate sustainable claims. This is a challenge considering the dissemination of misinformation in advertising promoting products typically referred as greenwashing. In an experimental design (N = 302) we investigated two different literacy measures that aim at increasing about greenwashing: informative text (text condition), or plus quiz game (quiz condition). We compared these control group received no intervention. Afterwards measured participants’ greenwashing and their confidence being able perceive strategies. Both significantly increased literacy. Yet, recognizing was decreased condition. Still, our study points quiz-based interventions most promising measure it increases consumers’ formal knowledge, but also might keep them humble therefore critical long run.