Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?

Donato, Carmela; Adıgüzel, Feray

doi:10.1016/j.jretconser.2022.102961

Cited by 27 publications

(16 citation statements)

References 51 publications

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“…However, for some labels for example, sustainability label (D) and for nature care product label (H), male respondents recognized these labels better. This could be connected with the eco-label itself -some studies suggest that consumers, especially male consumers, tend to connect green colour of packaging as environmentally friendly, while female consumers rely on their previous knowledge of product and label [29], [30].…”

Section: Discussionmentioning

confidence: 99%

“…Survey results also do not highlight any connection with education status and place of residence with perception and recognition of eco-labels. For some eco-labels it can be seen that age plays a significant role and there is a statistically significant difference between the groups, but recognition and knowledge of the eco-labels between age groups is connected with frequency of seeing the product with an eco-label in stores, consumer trust on this label and size of the eco-label itself [6], [8], [30].…”

Section: Discussionmentioning

confidence: 99%

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Perceptions, Choices and Usage of Ecological Household Chemicals: Results from an Online Citizen Survey in Latvia

Kļaviņa

Kalpisa

Paegle

et al. 2022

Environmental and Climate Technologies

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Chemical products are widely used in our everyday activities. As the availability and accessibility of ecological chemical products increases, the usage of these products should be promoted and encouraged since it is better for the environmental and human health. However, there is a gap between individual perceptions on these products and actual usage, therefore the aim of this study was to compare the knowledge and perceptions on chemical products and their labelling in Latvian adult citizens and whether this knowledge impacts their choices and usage of chemical products. An online survey was used to gather data from 412 respondents (21.8 % (n = 90) men, 78.2 % (n = 322) women, average age 39.5 years, 77.2 % (n = 318) had obtained higher education). 62.2 % (n = 237) of respondents use household chemicals every day: 6.7 % (n = 25) more than five times a day, 25.9 % (n = 99) two to five times a day and 29.6 % (n = 113) at least once a day. Although 78.2 % (n = 257) of respondents indicated that it was important to them that the household chemicals are ‘ecofriendly’, only 7.4 % (n = 28) of them responded that they always purchase eco-labelled chemical products and 60.1 % (n = 229) do it sometimes. Almost a third of respondents (28.9 %, n = 110) have not payed attention whether the product has an eco-label. Survey data also shows that 91.9 % (n = 351) respondents’ choice regarding household chemicals is affected by their previous experience, including product effectiveness, product ‘ecofriendliness’ (62.1 %, n = 237) and product price (59.2 %, n = 226). Many respondents have correctly identified eco-labels, but at the same time, more than a third of respondents (17.9–39.8 %) mistake other labels to be eco-labels as well.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Perceptions, Choices and Usage of Ecological Household Chemicals: Results from an Online Citizen Survey in Latvia

Kļaviņa

Kalpisa

Paegle

et al. 2022

Environmental and Climate Technologies

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“…Research on the visual complexity of eco-labels is limited (Donato and Adıgüzel, 2022). A study by Rihn et al .…”

Section: Literature Review and Research Questionsmentioning

confidence: 99%

Consumer perceptions of sustainability labels for alternative food networks

Teufer

Waiguny

Grabner‐Kräuter

2023

BJM

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PurposeSustainability labels play a crucial role in providing consumers with quick and easily accessible information to assess the environmental, social and economic impacts of products. This research examines how different sustainability labels influence consumer perceptions and assessments of alternative food networks (AFNs).Design/methodology/approachThe authors conducted three cross-sectional studies to explore consumer perceptions of sustainability labels for AFNs. The authors tested labels representing the three sustainability dimensions, labels of different graphical quality and different awarding bodies.FindingsConsumers did not differentiate between sustainability dimensions but assessed labels in a holistic manner. The overall rating of a label positively influenced perceived sustainability. Self-designed and professionally designed labels had a positive effect on the intention to buy from an AFN. Professionally designed labels also enhanced the perceived authenticity of the networks. Notably, the source of the label, whether self-awarded or awarded by an official body, did not significantly impact consumer perceptions. However, interaction effects revealed professionally designed labels had a stronger positive effect on purchase intention when they were self-awarded.Practical implicationsAFNs can derive benefits from using labels. Self-organized, non-profit AFNs are well advised to have labels professionally designed.Originality/valueThis research contributes to the understanding of the effects of sustainability labels for community-based AFNs, diverging from the traditional focus on individual products.

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“…Ecolabels are symbols designed to identify and distinguish products that have a positive environmental effect [ 1 ]. While green products typically use eco-labels to communicate green attributes, there are barriers to consumers’ cognition [ 26 ].…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…Eco-labels are used on product packaging to convey that a product has green attributes. Although eco-labels are widely used in green marketing, some studies have identified obstacles to their effective application [ 1 ]. Because of the simple format of most eco-labels, the limited information they convey [ 2 ], and the varied types of eco-label icons (the 2021 Eco-Label Index identified 455 different labels in 199 countries; , accessed on 30 June 2022), consumers often have difficulty recognizing and understanding eco-label information [ 3 , 4 ].…”

Section: Introductionmentioning

confidence: 99%

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

Wang

Liu

et al. 2022

IJERPH

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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.

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Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?

Cited by 27 publications

References 51 publications

Perceptions, Choices and Usage of Ecological Household Chemicals: Results from an Online Citizen Survey in Latvia

Perceptions, Choices and Usage of Ecological Household Chemicals: Results from an Online Citizen Survey in Latvia

Consumer perceptions of sustainability labels for alternative food networks

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

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