Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention
Xingyuan Wang,
Yingying Du (yingdu@mail.sdu.edu.cn),
Yun Liu and
Shuyang Wang
Additional contact information
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
References: Add references at CitEc
Citations:
Downloads: (external link)
https://www.mdpi.com/1660-4601/19/20/13713/pdf (application/pdf)
https://www.mdpi.com/1660-4601/19/20/13713/ (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:19:y:2022:i:20:p:13713-:d:950094
Access Statistics for this article
IJERPH is currently edited by Ms. Jenna Liu
More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager (indexing@mdpi.com).