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

Xingyuan Wang, Yingying Du (), Yun Liu and Shuyang Wang
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Xingyuan Wang: School of Management, Shandong University, Jinan 250100, China
Yingying Du: School of Management, Shandong University, Jinan 250100, China
Yun Liu: School of Management, Shandong University, Jinan 250100, China
Shuyang Wang: School of Management, Shandong University, Jinan 250100, China

IJERPH, 2022, vol. 19, issue 20, 1-19

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.

Keywords: eco-label; joint presentation of eco-label information; cognitive fluency; spatial contiguity; construal level (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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