{"id":6990,"date":"2026-09-16T11:16:47","date_gmt":"2026-09-16T18:16:47","guid":{"rendered":"https:\/\/blogs.ubc.ca\/biwiki\/?p=6990"},"modified":"2026-09-16T11:16:47","modified_gmt":"2026-09-16T18:16:47","slug":"ubc-dibs-resource-the-green-claims-effect","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/biwiki\/2026\/09\/16\/ubc-dibs-resource-the-green-claims-effect\/","title":{"rendered":"UBC-DIBS Resource: The Green Claims Effect"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Our researchers Kate White and Shakti Sethi have partnered with the Better Business Bureau National Programs (BBBNP) on &#8220;The Green Claims Effect: How Environmental Claims Influence Consumer Understanding and Brand Perception&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>More from the BBBNP:<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The findings, outlined in <a href=\"https:\/\/bbbprograms.org\/getmedia\/c4fc9f19-a18e-477b-a91e-6950c013a25a\/BBBNP_GreenClaimsReport.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">The Green Claims Effect<\/a>, suggest that broad, unqualified claims can create a \u201chalo effect.\u201d This is a phenomenon where consumers assumed companies engaged in a wider range of environmentally responsible practices than were actually stated in the advertising. For example, when participants saw an unqualified claim such as \u201ceco-friendly paper products,\u201d they were significantly more likely to assume the company also engaged in other environmentally friendly practices such as using renewable energy, minimizing waste, and maintaining a sustainable supply chain even though none of those practices were mentioned in the advertisement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/bbbprograms.org\/media\/insights\/blog\/green-claims-effect\">Learn more.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recent UBC-DIBS research with the Better Business Bureau National Programs indicates a halo effect from broad environmental claims [&#8230;]<\/p>\n","protected":false},"author":28042,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/template-full-width.php","format":"standard","meta":{"footnotes":""},"categories":[24,22],"tags":[],"class_list":["post-6990","post","type-post","status-publish","format-standard","hentry","category-media","category-news"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/posts\/6990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/users\/28042"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/comments?post=6990"}],"version-history":[{"count":1,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/posts\/6990\/revisions"}],"predecessor-version":[{"id":6991,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/posts\/6990\/revisions\/6991"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/media?parent=6990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/categories?post=6990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/biwiki\/wp-json\/wp\/v2\/tags?post=6990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}