Examining the Influences of Message Formats, Context-Induced Moods, and Issue-Relevant Determinants on the Effectiveness of Ecolabels

We examined how young adults processed ecolabels (i.e. environmental warning labels), specifically by investigating how different warning message conditions and issue-relevant factors influenced the effectiveness of environmental warning messages. Findings from a 3 (message context formats: ads vs....

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Bibliographic Details
Published in:Journal of promotion management 2024-11, Vol.30 (8), p.1322-1347
Main Authors: Jeong, Yongick, Diep, Pham Phuong Uyen, Tran, Huu Dat
Format: Article
Language:English
Subjects:
Behavior change
Conservation
context-induced mood
contextual priming effect
Descriptive labeling
Design of experiments
ecolabels
Effectiveness
Emotions
environmental communication
Green products
Policy making
Recycling
schema-incongruent effect
Young adults
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Summary:We examined how young adults processed ecolabels (i.e. environmental warning labels), specifically by investigating how different warning message conditions and issue-relevant factors influenced the effectiveness of environmental warning messages. Findings from a 3 (message context formats: ads vs. positive PSAs vs. negative PSAs) x 3 (product categories: conservation vs. recycling vs. eco-friendly) mixed within- and between-subjects experimental design indicated that the effectiveness of ecolabels, assessed via message recall, message recognition, attitudes, and behavioral changes, was influenced by various issue-relevant determinants, as well as message context formats and context-induced moods. We also found that these predictors exhibited distinct patterns of influences for different types of environment-friendly products. Theoretical implications, as well as empirical suggestions for environmental communication professionals and policymakers to enhance the effectiveness of ecolabels and young adults' awareness of environmental threats, were discussed.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2024.2403093