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.



Citation:

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.

Authors

Alexandra Langer, Free University Berlin, Germany
Martin Eisend, Free University Berlin, Germany
Alfred Ku?, Free University Berlin, Germany



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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