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

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Donato, C. and Adıgüzel, F. ORCID: 0000-0002-5289-1701, 2022. Visual complexity of eco-labels and product evaluations in online setting: is simple always better? Journal of Retailing and Consumer Services, 67: 102961. ISSN 0969-6989

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Official URL: https://doi.org/10.1016/j.jretconser.2022.102961

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.

Item Type:

Journal article

Publication Title:

Journal of Retailing and Consumer Services

Creators:

Donato, C. and Adıgüzel, F.

Publisher:

Elsevier BV

Date:

July 2022

Volume:

ISSN: