Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust
Consumers cannot verify green attributes directly and must rely on such signals as eco-labels to authenticate claims. Using signaling theory, this study explored which aspects of eco-label design yield more positive effects. The study uses a 2 (argument specificity: specific versus general) × 2 (lab...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2014
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/cis_research/200 https://ink.library.smu.edu.sg/context/cis_research/article/1199/viewcontent/Signaling_the_Green_Sell__The_Influence_of_Eco_Label_Source__Argument_Specificity__and_Product_Involvement_on_Consumer_Trust.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Consumers cannot verify green attributes directly and must rely on such signals as eco-labels to authenticate claims. Using signaling theory, this study explored which aspects of eco-label design yield more positive effects. The study uses a 2 (argument specificity: specific versus general) × 2 (label source: government versus corporate) × 2 (product involvement: low versus high) experimental design (n = 233). Specific arguments consistently yield greater eco-label trust and positive attitudes toward the product and label source, but only with low-involvement products is source important, with corporate labels yielding more positive attitudes. Findings are discussed in terms of theoretical and managerial implications. |
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