Purpose

This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships.

Design/methodology/approach

Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model.

Findings

The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility.

Research limitations/implications

In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations.

Practical implications

Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets.

Originality/value

It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

中文翻译：

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绿色信息质量和绿色品牌评估：生态标签信誉和消费者知识的调节作用

目的

这项研究旨在研究三个绿色信息质量维度（说服力，完整性和可信度）对绿色品牌评估的影响，以及这是否受到绿色品牌可信度的影响。它还研究了生态标签信誉和消费者知识对绿色信息质量维度和绿色品牌信誉关系的调节作用。

设计/方法/方法

本研究使用结构化的问卷调查表，其中涉及详细的环保任务，涉及环保的电气商品/电子产品，化妆品和服装产品广告，这项研究收集了来自50个城市的1,282名印度消费者的可用数据。它还使用结构方程模型对三个不同的产品组进行了评估，以检查提出的假设，并使用Hays过程模型评估了适度调解。

发现

研究表明：绿色品牌可信度介导绿色信息质量维度对绿色品牌评价的影响；消费者知识减轻了说服力和完整性对​​绿色品牌信誉的影响，而生态标签的信服力减弱了说服力和信誉对绿色品牌信誉的影响。

研究局限/意义

在绿色信息处理中，这项研究支持了拟订可能性模型和绿色品牌可信度的中介效应的相关性。它还提供了可靠的生态标签可增强绿色信息处理的证据。虽然结果在这三个产品类别中基本一致，但结果只能推广到具有环境意识的城市人口。

实际影响

帮助品牌经理设计广告，以在具有环保意识的城市市场中提高品牌信誉。

创意/价值

它有助于定义绿色信息质量以及在绿色信息处理中生态标签信誉和消费者知识的相互作用。