Eco Labels
An individual's belief that an environmental claim lacks honesty can have a negative effect on attitude toward a brand. If, on the other side, the consumer grants credibility to the claim, the individual will behave more respectfully toward the environment. The problem in extending that credibility to a brand is that consumers interested in ecological products generally are skeptical of commercial advertisements. This skepticism is due to various factors such as lack of language, the absence of scientific knowledge necessary to interpret advertising meaning, and, in particular, the falsehoods and exaggeration of some advertising techniques. To resolve this problem, independent organizations may choose to guarantee messages on the environmental benefits of brands with environmental labeling systems sponsored by independent organizations. This practice tries to diminish perceived biases in environmental information by promoting standardization of the information with the aim of improving confidence in the evaluation of environmental benefits of products—all of which should positively affect the purchase intention.
Read more about this topic: Green Marketing
Famous quotes containing the words eco and/or labels:
“Nothing gives a fearful man more courage than another’s fear.”
—Umberto Eco (b. 1932)
“In the range of things toddlers have to learn and endlessly review—why you can’t put bottles with certain labels in your mouth, why you have to sit on the potty, why you can’t take whatever you want in the store, why you don’t hit your friends—by the time we got to why you can’t drop your peas, well, I was dropping a few myself.”
—Mary Kay Blakely (20th century)