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 e

SUBMITTER: Wang X 

PROVIDER: S-EPMC9603581 | biostudies-literature | 2022 Oct

REPOSITORIES: biostudies-literature