Abstract: The present study examined whether the effectiveness of visual versus textual green labels on product attitude and purchase intention (of the advertised product and green products in general) depends on consumers’ environmental involvement. Results of an online experiment (N = 131) showed no such interaction effects with regard to consumers’ product attitude and purchase intention of the advertised product. However, the effect of the type of green label on consumers’ purchase intention of green products in general was significantly moderated by environmental involvement: consumers who are lowly involved with the environment were more inclined to intent purchasing green products when exposed to a visual green label. For consumers who are highly involved with the environment however, visual and textual green labels were equally effective in stimulating green purchase intentions. This study shows that the effectiveness of different types of green labels can depend on characteristics of specific audiences.
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