The power of putting a label on it: green labels weigh heavier than contradicting product information for consumers’ purchase decisions and post-purchase behavior

Abstract

Green products are appealing. Thus, labeling products as environmentally friendly is an effective strategy to increase sales. However, the labels often promise more than the products can actually deliver. In the present research, we examined the expectation that consumers with high ecological motivation have strong preferences for green-labeled products – even when presented product information contradicts the label’s image. This unsettling hypothesis is grounded in the labels’ potential to create a cognitive match between the labeled product and consumers’ motives. For labels indicating environmental friendliness (green product labels), this link should be strongest when consumers’ ecological motivation is high. Findings in a series of three experiments support our assumption, showing that consumers with high ecological motivation had strong preferences (i.e., product evaluations, purchase intentions, and simulated purchase decisions) for green-labeled products as compared to consumers with low ecological motivation (Studies 1–3). Crucially, these preferences were robust, despite contradicting environmental product information (Studies 1 and 2). We extended our findings by additionally examining the impact of product labels and motivation on moral self-regulation processes. This was established by assessing participants’ pro-social behavior after the purchase task: participants with high ecological motivation acted, consistent with their motives, more pro-socially in post-decision occasions. In accordance with moral cleansing effects, pro-social behavior was intensified after purchasing conventional products (Studies 2 and 3). Green labels protected participants with high ecological motivation from moral threats due to the purchase, thus making pro-social behavior less likely. Findings suggest that highly ecologically motivated consumers are most susceptible to green labels, which may override detailed product information.

When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands

“…Notably, the results reveal how strong the information provided by the brand may be to (materialistic) consumers, as the brands were randomly presented with the products, ensuring that the products displayed with the luxury brand would be preferred, even when the information conveyed by the brand was not congruent with the product's quality. This specific result, being consistent with previous research (e.g., Hahnel et al, 2015), highlights that values are important factors that have to be taken into account when studying consumer decision-making.…”

Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

“…Hence, within the scale developed in this research, awareness and involvement are integrated in a single dimension, which is also validated empirically by Principal and that eco-labels influence buying decisions (Thøgersen, 2000). Engel, Blackwell, and Miniard (1995)'s classic model of consumer involvement categorizes consumers as having either high or low level of involvement, and researchers have found consumers' involvement influences their engagement with environmental information (Hahnel et al, 2015). High involvement consumers would be more receptive to eco-labelling.…”

“…Engel, Blackwell, and Miniard ()’s classic model of consumer involvement categorizes consumers as having either high or low level of involvement, and researchers have found consumers’ involvement influences their engagement with environmental information (Hahnel et al, ). High involvement consumers would be more receptive to eco‐labelling.…”

“…Over the last decade, there has been increasing research on eco-labelling's impact on consumer behaviour, which has examined a variety of issues that include the influence of eco-labels on the demand for green products (Brécard, Hlaimi, Lucas, Perraudeau, & Salladarré, 2009;Rokka & Uusitalo, 2008), the influence of eco-labels on purchase and purchase intentions (D'Souza et al, 2006;Hahnel et al, 2015;Pedersen & Neergaard, 2006;Teisl, Rubin, & Noblet, 2008;Thøgersen et al, 2010), consumers' comprehension, perception and misperception of eco-labels (Atkinson & Rosenthal, 2014;Janssen & Hamm, 2012a;Thøgersen, 2000), consumers' willingness to pay more for eco-labelled goods (Min, Azevedo, Azevedo, Michalek, & Bruin, 2014), and eco-labels and consumer confusion (Brécard, 2014;Czarnezki et al, 2014;Langer et al, 2008).…”

Eco-Label Effects in the Built Environment: Does Labeling a Light Source Environmentally Friendly Influence Performance and Judgment?

“…Previous studies have shown interactions between environmental values and behavior in other domains than performance. For example, people higher in environmental concern showed stronger preference for eco-friendly products, in particular, stronger purchase intentions and taste preferences (Hahnel et al, 2015;Sörqvist et al, 2013).…”