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

Share Proceeding

Featured papers

See More


E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More


Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

Read More


Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products

Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.