Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Abstract

An eco-label is an important tool for identifying green products in the marketplace. Most eco-labels, however, present a single icon that is simple and carries limited information, thus creating cognitive barriers for consumers. As a result, eco-labels might not always effectively promote green consumption. Based on dual coding theory and the spatial contiguity effect, this study investigated the effect of the “joint presentation of eco-label information” (JPEI), which adds (functional/emotional) descriptive text to eco-labels, on improving consumers’ cognitive fluency in eco-labels and subsequent purchase intention. We conducted three studies and found that, compared with the “single presentation of eco-label information” (SPEI), JPEI improved the cognitive fluency of consumers with low eco-label knowledge. Furthermore, spatially contiguous JPEI was more effective than spatially partitioned JPEI for consumers with low eco-label knowledge. In addition, we specifically explored the information types of JPEI that were effective for consumers with low eco-label knowledge. Low-construal consumers had higher cognitive fluency and higher purchase intentions under functional JPEI, and high-construal consumers had higher cognitive fluency and higher purchase intentions under emotional JPEI. The results of this study enrich eco-label research and can provide theoretical guidance for marketing practices in eco-labels.

Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context

“…For the measure of purchase intention of eco-friendly products, three questions used by Paul et al [ 23 ] and two questions used by Cleveland et al [ 54 ] were used for the purchase behavior of eco-friendly products. Three questions previously used by Gleim et al [ 30 ] were used to measure ease of purchase, and five others from previous studies [ 53 , 55 , 56 ] to measure label credibility. After developing a pre-measurement scale based on previous research, a pre-test was first conducted with 40 undergraduate and graduate students who had purchased eco-friendly products in order to derive measurement items.…”

Factors Influencing Green Purchase Intention Among Consumers in Mongolia

“…Eco-labels serve as a pivotal element in the consumer decision-making process for environmentally conscious purchases (Kim & Lee, 2023;Panopoulos et al, 2023). Empirical research indicates that environmental concerns among consumers significantly shape their perception of eco-labels, thereby fostering a propensity towards the acquisition of green products (Wang et al, 2022). The augmentation of eco-labels with supplementary descriptive information has been shown to enhance the cognitive processing and purchasing intention of consumers, particularly those with limited understanding of ecolabels (Wan Mohd Noor et al, 2023).…”