The Impact of Eco-Labels on Consumers: Less Information, More Confusion?
It is frequently assumed that the increasing number of eco-labels rather confuses the consumers than supports their decision making. The study empirically tests this assumption. The findings show that the number of eco-labels enhances consumer confusion, while the credibility of the source of the label decreases confusion. Consumer confusion, in turn, contributes to decision uncertainty and consumer’s dissatisfaction, which can lead to undesirable consequences for consumers and marketers.
Alexandra Langer, Martin Eisend, and Alfred Ku? (2007) ,"The Impact of Eco-Labels on Consumers: Less Information, More Confusion?", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 338-339.
Alexandra Langer, Free University Berlin, Germany
Martin Eisend, Free University Berlin, Germany
Alfred Ku?, Free University Berlin, Germany
E - European Advances in Consumer Research Volume 8 | 2007
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth
Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA