| Author: | Chow, Clement S. F |
| Title: | Eco-label design : the influence of visual and verbal cues on purchase intentions |
| Degree: | D.B.A. |
| Year: | 2002 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Eco-labeling Consumers' preferences Consumer behavior |
| Department: | Department of Management |
| Pages: | vi, 107, [56], ix leaves : col. ill. ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b16853398.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 13.16 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/4064