The effect of argument specificity, length and visual imagery in green advertising on perceived green deception and brand attitude

Based on the lenses of the Models of Inferred Information and the Heuristic-Systematic Model of Information Processing, we examine the impact of green advertising message elements on perceived green deception and brand attitude. In Study 1, we manipulate message specificity (vague vs specific) and length (short vs long). Study 2 tests ads with or without nature imagery. In Study 3, we add a neutral image and explore the moderating role of environmental concern. Long specific messages lead to less perceptions of green deception than short and long vague and short specific messages. Imagery does not have an effect on perceived green deception. In case of short and vague argumentation, highly environmentally concerned individuals exposed to ads with non-nature image report more green deception. Lowly concerned consumers report more green deception when exposed to nature imagery. Perceived green deception has a consistent negative effect on brand attitude.