The Impact Of Eco-Labels And The Information Frame On Consumer Behavior: A Empirical Research

The unfamiliarity and the distrust of the green products has become the main reason whyconsumers not to buy the green products. So the green products’information presentation isvery important for enterprise’s marketing work. In order to promote the green purchasebehavior, many enterprises have to carry out the eco-label certification and green advertising.But whether these measures can certainly promote the green purchase behavior should befurther discussion. And how to scientifically evaluate the effect of the eco-labels is not agreefrom the relevant literatures. So, our research will analyze the impact of the eco-labelscombine the different types of the green products on consumers’green purchase intention. Inaddition, the different information presentation also can cause different reaction, and there area lot of differences on which is more convincing for positive frame and negative frame.Although there are many studies about the frame effect in many field, few scholars researchthe information frame for green purchasing behavior.Based on the above analysis, our study use the college students as research object.Experiment 1 use the simulation experiment method analyze the impact between the twogreen product types and the presence of eco-labels on consumers’green purchase intention, 2(presence of eco-labels: yes versus no) X 2 (green product types: self-serving versusaltruistic). Experiment 2 also use the simulation experiment method analyze the impactbetween the information frame and the environmental concern, 2 (information frame: positiveversus negative) X 2 (environmental concern: high versus low).The main conclusions of thestudy include:1. Consumers’purchase intention of self- serving green products will be higher thanaltruistic green products. And only if when consumers buy the self-serving green products,the eco-labels affect the purchase intention. For the altruistic green products, the eco-labelsdon’t affect the purchase intention.2. Positive information frame is more positive than negative information frame whenconsumers buy the altruistic green products. That is to say positive information frame hasmore persuasive. But the effect exist only when consumers highly concern environment. Ifconsumers less concern environment, information frame has no affect on consumers’altruisticpurchase intention.3. The self-serving green products can through the eco-label certification to promote thegreen purchase intention，but it has not great advantage for the altruistic green products. Forthe altruistic green products, the information presentation is very important, and it’s alsoconcerned with consumers’environment concern.