Is Less More When Communicating Sustainability? Consumer Response to Ambiguous Versus Detailed Sustainability Product Labels

Rebecca Walker Naylor, Ohio State University, USA
Remi Trudel, Boston University, USA
This research examines how consumers respond to different variations in detail on sustainability labels. We demonstrate that the consumer response to sustainable products depends both on the level of detail in labeling and on consumers’ level of concern for the environment. Our results have implications for marketers and public policy.
[ to cite ]:
Rebecca Walker Naylor and Remi Trudel (2012) ,"Is Less More When Communicating Sustainability? Consumer Response to Ambiguous Versus Detailed Sustainability Product Labels", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 62-65.