and again reveals that, contrary to popular belief, highly involved consumers are not inherently more skeptical of advertising for environmentally friendly products, especially when ads feature emotionally appealing images of nature (see Hartmann, Apaolaza, and Eisend 2016; Huddy and Gunnthorsdottir 2000; Matthes and Wonneberger 2014; Schmuck et al. 2017; Tucker et al. 2012). Although knowledge about environmental issues seems to enable consumers to recognize green claims that are simply false, an emotional advertising strategy embedding the same claim in pleasantimagery of nature seems to override the critical view of even highly knowledgeable consumers