Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust

Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust. Atkinson, L. & Rosenthal, S. Journal of Advertising, 43(1):33–45, January, 2014.

Paper doi abstract bibtex

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.

@article{atkinson_signaling_2014,
	title = {Signaling the {Green} {Sell}: {The} {Influence} of {Eco}-{Label} {Source}, {Argument} {Specificity}, and {Product} {Involvement} on {Consumer} {Trust}},
	volume = {43},
	issn = {0091-3367},
	shorttitle = {Signaling the {Green} {Sell}},
	url = {https://doi.org/10.1080/00913367.2013.834803},
	doi = {10.1080/00913367.2013.834803},
	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.},
	number = {1},
	urldate = {2021-03-08},
	journal = {Journal of Advertising},
	author = {Atkinson, Lucy and Rosenthal, Sonny},
	month = jan,
	year = {2014},
	pages = {33--45},
}

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