Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust

• Main Authors: ATKINSON, Lucy, ROSENTHAL, Sonny
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Advertising and Promotion Management
• 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
• Institution: Singapore Management University

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.