Publication Type
Journal Article
Version
publishedVersion
Publication Date
1-2014
Abstract
Consumers cannot verify green attributes directly and must rely on such signals as eco-labels to authenticate claims. Using signaling theory, this study explored which aspects of eco-label design yield more positive effects. The study uses a 2 (argument specificity: specific versus general) × 2 (label source: government versus corporate) × 2 (product involvement: low versus high) experimental design (n = 233). Specific arguments consistently yield greater eco-label trust and positive attitudes toward the product and label source, but only with low-involvement products is source important, with corporate labels yielding more positive attitudes. Findings are discussed in terms of theoretical and managerial implications.
Discipline
Advertising and Promotion Management
Research Areas
Integrative Research Areas
Publication
Journal of Advertising
Volume
43
Issue
1
First Page
33
Last Page
45
ISSN
0091-3367
Identifier
10.1080/00913367.2013.834803
Publisher
Taylor and Francis Group
Citation
ATKINSON, Lucy and ROSENTHAL, Sonny.
Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. (2014). Journal of Advertising. 43, (1), 33-45.
Available at: https://ink.library.smu.edu.sg/cis_research/200
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1080/00913367.2013.834803