“Eco-labels” are intended to provide consumers with important environmental product information. However, it can be difficult for consumers to integrate multiple sources of information into decisions, especially in contexts such as grocery shopping in which consumers must make multiple decisions and juggle priorities, including time. Some disclosures on eco-labels may be easier to incorporate into decisions than others, but how the information is presented varies across countries. This research used a computerized shopping task to test how decisions are affected by the format and framing of eco-labels, including when made under time pressure. Results indicated that participants identified and chose more environmentally friendly products when information was formatted on a standardized, colour-coded scale rather than presented as specific, verbal information. Decisions were unaffected by whether disclosures were framed positively or negatively. The effect of format was enhanced under a time limit. These findings suggest that the context in which eco-labels are encountered influences how effective they are, with standardized, colour-coded scales suitable for communicating with busy consumers.

中文翻译：

---

绿色和简单：生态标签的披露与消费者选择的情境约束相互作用

“生态标签”旨在为消费者提供重要的环保产品信息。然而，消费者可能难以将多种信息来源整合到决策中，尤其是在杂货店购物等消费者必须做出多项决定并兼顾优先事项（包括时间）的情况下。生态标签的一些披露可能比其他披露更容易纳入决策，但信息的呈现方式因国家而异。这项研究使用了计算机化的购物任务来测试生态标签的格式和框架如何影响决策，包括在时间压力下做出的决定。结果表明，当信息以标准化的颜色编码比例而非具体呈现时，参与者识别并选择了更环保的产品，口头信息。决策不受披露是正面还是负面框架的影响。限时提升格式效果。这些发现表明，生态标签所处的环境会影响它们的有效性，标准化的颜色编码量表适合与忙碌的消费者交流。