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Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Author

Listed:
  • Xingyuan Wang

    (School of Management, Shandong University, Jinan 250100, China)

  • Yingying Du

    (School of Management, Shandong University, Jinan 250100, China)

  • Yun Liu

    (School of Management, Shandong University, Jinan 250100, China)

  • Shuyang Wang

    (School of Management, Shandong University, Jinan 250100, China)

Abstract

An eco-label is an important tool for identifying green products in the marketplace. Most eco-labels, however, present a single icon that is simple and carries limited information, thus creating cognitive barriers for consumers. As a result, eco-labels might not always effectively promote green consumption. Based on dual coding theory and the spatial contiguity effect, this study investigated the effect of the “joint presentation of eco-label information” (JPEI), which adds (functional/emotional) descriptive text to eco-labels, on improving consumers’ cognitive fluency in eco-labels and subsequent purchase intention. We conducted three studies and found that, compared with the “single presentation of eco-label information” (SPEI), JPEI improved the cognitive fluency of consumers with low eco-label knowledge. Furthermore, spatially contiguous JPEI was more effective than spatially partitioned JPEI for consumers with low eco-label knowledge. In addition, we specifically explored the information types of JPEI that were effective for consumers with low eco-label knowledge. Low-construal consumers had higher cognitive fluency and higher purchase intentions under functional JPEI, and high-construal consumers had higher cognitive fluency and higher purchase intentions under emotional JPEI. The results of this study enrich eco-label research and can provide theoretical guidance for marketing practices in eco-labels.

Suggested Citation

  • Xingyuan Wang & Yingying Du & Yun Liu & Shuyang Wang, 2022. "Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention," IJERPH, MDPI, vol. 19(20), pages 1-19, October.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:20:p:13713-:d:950094
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