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

• Autores: Lucy Atkinson, Sonny Rosenthal
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 1, 2014, págs. 33-45
• Idioma: inglés
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• Resumen

  • 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.