Environmental Communications and Credibility: Simple or Complex Environmental Messages?

The communication of corporate environmental messages has a history of mixed results, and concerns are mounting around the possibility of information overload, and the quality andaccurateness of the content. In this research I lookat the complexities associated with environmentalinformation and communication, and explore therelationship of information complexity andcredibility as key constructs that influencecommunication performance. Recent emphasis on Life Cycle Assessment (LCA) information is presented as holding some promise to improve the effectiveness of environmental claims. Results indicate that although the likelihood that more complex communications in an advertising context makes for poor advertising; the credibility gained through more explicit environmental disclosures, favorably influences the perceptions toward the company and the brand.In a second study with architects, I found that, advertisements with environmental messages are more effective than those presenting functional product benefits alone, but only when the messages are substantiated with quantitative and disaggregated information [resulting from LCA studies].

Dr. Molina (Ph.D., MS, University of Minnesota) is ResidentLecturer in Environmental Economics and Policy at the Center forSustainable Development Studies of The School for Field Studiesin Costa Rica. Recently he worked as consultant for 3M™ in thearea of sustainability, and as Researcher and Lecturer at theUniversity of Minnesota.