 Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?Carmela Donato and Adıgüzel, Feray Journal of Retailing and Consumer Services, 2022, vol. 67, issue C Abstract: Noticeable and comprehensible eco-labels are needed to promote sustainable products. So far, researchers have mostly studied consumers' evaluations of eco-labels, without analyzing eco-label's visual complexity. Through two experimental studies this paper proposes that consumers' evaluations of sustainable products increase when zoom-in feature provided in online stores, and they are labelled through eco-labels that have high design and low feature complexity due to increased perceptual fluency. The findings demonstrate that while design complexity increases consumer product evaluations due to increased perceptual fluency, feature complexity increases - instead of decreases – consumers' evaluations due to conceptual – and not perceptual – fluency. Consequently, it is advised to design and adapt eco-labels easy-to-understand, visually eye-catching and highly visible (i.e., in large size) to enhance ease of processing and increase product evaluations. Keywords: Eco-label; Design and feature complexity; Processing fluency; Zoom-in feature; Sustainable products (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922000546 DOI: 10.1016/j.jretconser.2022.102961 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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