The influence of green claims, eco-labels and environmental reputation on consumer scepticism.

• Main Authors: Loh, Waibin., Toh, Hanxi., Loke, Chunying.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Environmental::Green marketing
• Online Access: http://hdl.handle.net/10356/44099
• Institution: Nanyang Technological University

This study investigates how green claims, eco-labels and environmental reputation can influence consumer scepticism towards a green product’s environmental performance (defined as the environmental impact of a product as described by attributes in its claim). The main objectives are to find out if green claims and eco-labels (with different familiarity levels) can complement each other in their effects on scepticism and in which scenarios would environmental reputation be important in affecting scepticism levels. Hypotheses were predicted and investigated through a between-subjects post-test only experimental design with four control groups and eight treatment groups. Three hundred and ninety-eight useful responses were collected. Findings from statistical analysis showed that when present in isolation, eco-labels could decrease scepticism while green claims had no positive influence. On the other hand, the co-existence of a green claim with either a familiar eco-label or a strong environmental reputation was able to reduce consumer scepticism more effectively. The optimal way to reduce scepticism levels, however, would be to showcase a combination of a green claim, a familiar eco-label and a brand with strong environmental reputation on a green product.