Journal
INTERNATIONAL JOURNAL OF ADVERTISING
Volume 36, Issue 2, Pages 246-271Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/02650487.2016.1158223
Keywords
eco-labels; information overload; consumer confusion; negative emotion; negative word-of-mouth; distrust; dissatisfaction
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Funding
- National Research Foundation of Korea [21B20130000033] Funding Source: Korea Institute of Science & Technology Information (KISTI), National Science & Technology Information Service (NTIS)
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For decades companies have added eco-labels to products to gain a competitive advantage and inform consumers about the environmental impact of products. Although benefits of eco-labels have been investigated previously, negative outcomes related to the proliferation of these labels have not been studied until this point. This study investigates the impact of eco-labels on a variety of forms of consumer confusion, specifically studying whether this confusion has a direct or indirect effect on negative word-of-mouth, distrust, and dissatisfaction, as mediated by negative emotion. The results from a quasi-experimental field study that employs a between-subject design from the food and detergent industries show that similarity, overload, and ambiguity confusion lead to negative emotion, negative word-of-mouth, distrust, and dissatisfaction. This study also shows that negative emotion mediates the effect of three confusion constructs on dependent variables, such as negative word-of-mouth, distrust, and dissatisfaction. This study presents theoretical and practical implications, limitations, and future research avenues in the areas of consumer confusion and eco-labeling.
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