Noticeable and comprehensible eco-labels are needed to promote sustainable products. So far, researchers have mostly studied consumers' evaluations of eco-labels, without analyzing eco-label's visual complexity. Through two experimental studies this paper proposes that consumers' evaluations of sustainable products increase when zoom-in feature provided in online stores, and they are labelled through eco-labels that have high design and low feature complexity due to increased perceptual fluency. The findings demonstrate that while design complexity increases consumer product evaluations due to increased perceptual fluency, feature complexity increases - instead of decreases – consumers' evaluations due to conceptual – and not perceptual – fluency. Consequently, it is advised to design and adapt eco-labels easy-to-understand, visually eye-catching and highly visible (i.e., in large size) to enhance ease of processing and increase product evaluations.

Donato, C., Feray, A. (2022). Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?. JOURNAL OF RETAILING AND CONSUMER SERVICES, 102961, 1-12 [10.1016/j.jretconser.2022.102961].

Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?

Donato Carmela
;
2022-01-01

Abstract

Noticeable and comprehensible eco-labels are needed to promote sustainable products. So far, researchers have mostly studied consumers' evaluations of eco-labels, without analyzing eco-label's visual complexity. Through two experimental studies this paper proposes that consumers' evaluations of sustainable products increase when zoom-in feature provided in online stores, and they are labelled through eco-labels that have high design and low feature complexity due to increased perceptual fluency. The findings demonstrate that while design complexity increases consumer product evaluations due to increased perceptual fluency, feature complexity increases - instead of decreases – consumers' evaluations due to conceptual – and not perceptual – fluency. Consequently, it is advised to design and adapt eco-labels easy-to-understand, visually eye-catching and highly visible (i.e., in large size) to enhance ease of processing and increase product evaluations.
2022
Donato, C., Feray, A. (2022). Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?. JOURNAL OF RETAILING AND CONSUMER SERVICES, 102961, 1-12 [10.1016/j.jretconser.2022.102961].
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11590/491878
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 32
  • ???jsp.display-item.citation.isi??? ND
social impact