Mixing Mountains and Molehills: the Influence of Ambiguous Sustainability Disclosures on Evaluation and Choice

Yoon-Na Cho, Villanova University, USA
Robin Soster, University of Arkansas, USA
Scot Burton, University of Arkansas, USA
Ceteris paribus, consumers should prefer and choose the most sustainable brand offered in a product category; however, prior research reveals this is not always the case. We propose that the influence of sustainability level on consumer evaluation and choice is mediated by information ambiguity, supporting this proposition with two experiments.
[ to cite ]:
Yoon-Na Cho, Robin Soster, and Scot Burton (2015) ,"Mixing Mountains and Molehills: the Influence of Ambiguous Sustainability Disclosures on Evaluation and Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 781-781.