The effects of visual design on eco-labels evaluations: guidelines for effective green advertising

Donato, C. and Adıgüzel, F. ORCID: 0000-0002-5289-1701, 2024. The effects of visual design on eco-labels evaluations: guidelines for effective green advertising. Journal of Marketing Theory and Practice. ISSN 1069-6679

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Abstract

Through three survey designs using 15 real eco-labels we explored four design elements on consumers’ attitude toward the eco-label logo, showing that visual complexity, text amount, and green color increased attitude toward the eco-label whereas conceptual complexity decreased it. Besides, the impact of conceptual complexity on conceptual fluency was positive only when the labels contained more text and predominantly green, which resulted in no decrease in the attitude toward the eco-label. Moreover, while visual complexity was positively related to attitude toward the eco-label due to increased perceptual fluency, conceptual complexity was negatively related to it due to decreased conceptual fluency.

Item Type:	Journal article
Publication Title:	Journal of Marketing Theory and Practice
Creators:	Donato, C. and Adıgüzel, F.
Publisher:	Routledge
Date:	20 February 2024
ISSN:	1069-6679
Identifiers:	Number Type 10.1080/10696679.2024.2307889 DOI 1865119 Other
Rights:	This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Theory and Practice on 20 February 2024, available online: https://doi.org/10.1080/10696679.2024.2307889
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	28 Feb 2024 11:21
Last Modified:	28 Feb 2024 11:21
URI:	https://irep.ntu.ac.uk/id/eprint/50973

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