How detailed product information strengthens eco-friendly consumption

Abstract

Purpose Whilst many studies consider labelling as means of aggregated communication of environmental product features, the presentation of detailed product information seems a promising alternative. However, the mechanisms through which detailed product information takes effect on consumers requires better understanding. The purpose of this paper is to empirically develop a framework that focuses on consumers’ perceived usefulness of, and trust in, detailed product information, whilst also considering the role of environmental self-identity. This understanding will help businesses to further stimulate eco-friendly consumption. Design/methodology/approach Structural equation modelling and conditional process analysis are utilised to test hypotheses based on a sample of 279 respondents to a German online survey. Findings Results show that the perceived usefulness of product information (PUPI) has a positive effect on purchase intention, and this effect is intensified by an individual’s environmental self-identity. Furthermore, for consumers with high environmental self-identity, the effect of PUPI on purchase intention is mediated in turn by trust in detailed product information and resistance to negative information. Originality/value This study contributes to the debate on the role of product information in ethical consumption by showing how detailed product information gives rise to favourable behavioural outcomes. When detailed information is perceived as being useful, it can affect purchase intention through greater trust and an increased resistance to negative information. Further, detailed product information appears beneficial for both, the mass market and specific segments with high environmental self-identity. Hence, this study empirically establishes the effects of detailed product information on consumer decision making, thus informing sustainability-related marketing theory and practice.

The influence of contrasting values on consumer receptiveness to ethical information and ethical choices

“…The present research indicates that marketing managers concerned with promoting ethical products should better understand the complex phenomenon that is consumers' receptiveness to ethical product information. Thus, they must recognize the importance of developing and implementing targeted marketing communications, which has been emphasized from a policy perspective (European Commission, 2012), as well as in the academic literature (Osburg et al, 2019;Yoganathan et al, 2019). Our research examined the underlying reasons at the individual consumer level and illustrates the key roles of different consumer values in shaping consumers' attitudes and choices in relation to ethical product marketing.…”

Does the ‘Mountain Pasture Product’ Claim Affect Local Cheese Acceptability?

“…This, in itself, is an important result; perhaps being due to the more detailed way in which the information was transmitted (i.e., a short sentence on the origin of the milk, accompanied by an image of the animal grazing or in the stable, depending on the level of information; Figure 1 ). Osburg et al [ 67 ] reported, in fact, that more detailed information on the product increases both the purchase intention and the trust in eco-friendly products.…”

How Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type

“…44 If consumers perceive the presented information as useful, they consider it in their purchase decision process. 45 Consequently, many studies have shown that perceived usefulness has a significant positive effect on purchase intention (eg, Cho, 46 Jamal & Sharifuddin, 47 Osburg, 48 Shina, et al 49 Moslehpour, 50 Zhang, et al 51 Abdulaziz & Kevin 52 ). According to the studies about perceived usefulness and purchase intention, if users think that the information of goods is useful, then they are likely to use the information and buy the goods that the information refers to.…”