Different Shades of Green Consciousness: The Interplay of Sustainability Labeling and Environmental Impact on Product Evaluations

Yoon-Na Cho ()

Journal of Business Ethics, 2015, vol. 128, issue 1, 73-82

Abstract: The sustainability labeling on the front of a package featured in a print advertisement may influence consumers’ product evaluations and purchase decisions. The findings of this exploratory study suggest that consumers seem to evaluate the sustainability claim more favorably if the advertisement highlights the personal impact on them. Moreover, environmental involvement appears to further moderate the effects of sustainability claims and environmental impact framing. The interactions that emerged in this study suggest that sustainability labeling effects constitute a complex phenomenon that warrants future research. Copyright Springer Science+Business Media Dordrecht 2015

Keywords: Green marketing; Sustainability labeling; Environmental involvement; Advertisement (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s10551-014-2080-4

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