Partially Green, Wholly Deceptive? How Consumers Respond to (In)Consistently Sustainable Packaged Products in the Presence of Sustainability Claims

Firms often emphasize “green” benefits for products that are only partially more sustainable than alternatives (e.g., a packaging with similar product ingredients). The current article posits such strategies can lead to perceived claim–fact discrepancy and examines what extent this makes consumers feel deceived detracts from attitudes purchase intentions, even though intrinsically value the (partial) sustainability improvements. In addition, given marketing communication relies on puffery as exaggerated language (visual) hyperbole, also investigates effect of use versus subdued claims. Findings two experiments unveil when actual packaged is (partially) discrepant an overt claim, leads higher deception. has both pros cons, it adds but deception, moderates effects sustainability. Furthermore, results provide initial support idea improvements in peripheral attributes (packaging) deceptive central (product contents).