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The transparency paradox: when information transparency backfires
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Autores
Orientador(es)
Resumo(s)
Information transparency has become one of the key subjects of environmental policies
research as ethical scandals and consumer scepticism are growing. Transparency nudges
in corporate social responsibility (CSR), are used to positively impact a company’s image.
However, conflicting findings have emerged regarding the effectiveness of CSR messages.
Further, little is known about how transparency improves consumer pro-environmental
behaviour, nor whether this can backfire. Does it impact the brand and trust towards
brands? Do consumers perceive it as greenwashing? Three studies (one survey and two
experimental studies; N = 582) were conducted to verify if information transparency in the
form of an Index of known (vs. unknown) fast fashion brands can increase pro-social
purchase behaviour and trust. Findings from Study 1 suggest that the presence of an Index
did not influence purchase intention and consumer evaluation of a real fast fashion brand,
only the fictitious one. Study 2 highlights these findings by showing that the presence of
an Index does not influence trust. Further, we present greenwashing as a boundary
condition of transparency effects on trust.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Information transparency CSR Brand image Purchase intention Greenwashing