|Author:||Chow, Clement S. F|
|Title:||Eco-label design : the influence of visual and verbal cues on purchase intentions|
|Subject:||Hong Kong Polytechnic University -- Dissertations|
|Department:||Dept. of Management|
|Pages:||vi, 107, , ix leaves : col. ill. ; 30 cm|
|Abstract:||In the absence of an internationally adopted symbol, many forms of eco-labels have been developed on a country-by-country basis. These variations differ widely in terms of presentation. Whereas all eco-label designs utilize a visual logo, only a few programs include a verbal message within the label to communicate the main reason why the label is given. Although eco-labels are potentially an important mechanism to provide information to consumers, relatively little is known about the influence of eco-label design on consumers' actual purchasing behavior. In response, this study investigates the influence of visual and verbal cues in eco-label designs on consumers purchasing behavior. Using an experimental design in a Chinese context, participants were randomly assigned one of four possible treatments in a 2X2 design with manipulations of both visual and verbal cues within a simulated supermarket shopping experience. It was found that both visual and verbal cues had significant individual and additive effects on the purchase of the designated products. The implications of these findings are discussed.|
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