Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase purchase intention through perceived product eco-friendliness, whereas a local origin claim has no effect. There is a marginally significant interaction between these three package cues. The favorable effect of natural imagery on product perceptions is attenuated by consumers’ green skepticism, and environmentally concerned consumers are more skeptical.
Recommended Citation
Bourdin, D., & Frankhofer, P. (2 024). The interplay of organic label, natural imagery, and domestic country-of-origin claim in shaping consumer responses: Independent, interactive, and conditional effects. The 2024 Association of Marketing Theory and Practice Proceedings, 46. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/46
