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

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.

Acknowledgments

Lucy Atkinson (PhD, University of Wisconsin–Madison) is an assistant professor, Department of Advertising and Public Relations, Moody College of Communication, University of Texas at Austin.

Sonny Rosenthal (PhD, University of Texas at Austin) is an assistant professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University.