Isolated environmental cues and product efficacy penalties: The color green and eco-labels
Pancer, McShane and Noseworthy examine how the colour green and eco-labels, the cues brands use to signal environmental friendliness, affect perceived product efficacy and purchase intention. Across three experiments, using either cue alone, a green colour without an eco-label or an eco-label without green, lowered perceived efficacy. The authors attribute this to category ambiguity: an isolated cue activates a functional schema and an environmentally friendly schema at once, and the two compete during evaluation. They discuss what this means for how environmental cues are used on packaging.
Pancer, McShane and Noseworthy examine how the colour green and eco-labels, the cues brands use to signal environmental friendliness, affect perceived product efficacy and purchase intention. Across three experiments, using either cue alone, a green colour without an eco-label or an eco-label without green, lowered perceived efficacy. The authors attribute this to category ambiguity: an isolated cue activates a functional schema and an environmentally friendly schema at once, and the two compete during evaluation. They discuss what this means for how environmental cues are used on packaging.
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Pancer, E., McShane, L., & Noseworthy, T. J. (2017). Isolated environmental cues and product efficacy penalties: The color green and eco-labels. Journal of Business Ethics, 143(1), 159-177. doi:10.1007/s10551-015-2764-4