Effect of executional greenwashing on market share of food products: An empirical study on green-coloured packaging

Greenwashing refers to the strategies adopted by some manufacturers to convey environmentally friendly production methods using claims, green-coloured packaging, and nature-evoking images without reflecting an actual environmental commitment. This phenomenon constitutes a threat to the development of an environmentally and economically sustainable market. Evaluating the impacts of these practices on the purchase behaviour of food consumers is crucial to provide manufacturers, retailers, and policymakers with meaningful guidance. This study aims to analyse the effect of the green-coloured packaging of two chocolate bars on consumers' choices. We implemented an online choice experiment with 737 Italian consumers following a between-subject approach. In the control treatment, we used the original packaging of both chocolate bars, whereas, in the other two treatments, we coloured the packaging of one chocolate bar green and retained the other's original colour. We estimated how the market shares changed when the packaging was greenwashed and segmented our sample according to respondents' attitudinal traits. Our findings demonstrate that greenwashing food products can potentially increase their market share compared to ordinary food, thus supporting the concerns of consumer organisations. However, the present study was inconclusive in identifying a profile of consumers who are most likely to be taken in by greenwashing. In the conclusion, we provide practical implications for policymakers, industry, and retailers for counteracting greenwashing. •Greenwashing is a threat to the development of a sustainable market.•Executional greenwashing uses nature-evoking elements to deceive consumers.•We analyse the effect of green-coloured packaging on consumer choices.•We implement a choice experiment to estimate the market share of greenwashed food.•Green packaging can potentially increase the market share of greenwashed food.