Purpose

Would a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the same effect? This paper aims to examine the role of these labeling strategies in influencing consumer willing to pay.

Design/methodology/approach

Using a 2 × 3 experiment, the authors empirically test the research questions across two studies: in the controlled-lab setting with 160 students (Study 1) and in a field-setting with 268 consumers shopping at a grocery store (Study 2).

Findings

Results are consistent across both studies. Surprisingly, participants are willing to pay more for the product when it has a white-toned label rather than a green-toned one. Follow-up path analysis, with Study 2 data, reveals that a white-toned label has both an indirect (through more favorable evaluations of the product’s environmental friendliness), as well as a direct impact on willingness to pay. In providing a post hoc explanation, it is argued that a white-toned label better directs attention towards the claim signaling the product’s eco-friendliness, while providing a “clean”, “high-quality” look. In both studies however, nature images on the label did not have a significant effect.

Practical implications

Insights are particularly interesting for practitioners seeking to better label/package green products.

Originality/value

This investigation is the first to empirically examine how color and images on the label influence the dollar amount consumers are willing to pay for a green product. Findings reveal that counter to common belief, the heavy use of the color green on eco-friendly product labels might not be appropriate; a predominantly white-toned label works better.

中文翻译：

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绿色和自然的图像会使消费者为绿色产品支付更多费用吗？

目的

绿色标签会增加消费者愿意为绿色产品支付的金额吗？标签上的自然图像（例如叶子或花朵）会产生相同的效果吗？本文旨在研究这些标签策略在影响消费者支付意愿中的作用。

设计/方法/方法

作者使用2×3的实验，对两项研究进行了实验性检验：在160名学生的受控实验室环境中（研究1）和在杂货店购物的268名消费者的田野环境中（研究2）。

发现

两项研究结果一致。出乎意料的是，参与者愿意为带有白色调的标签而不是绿色调的标签支付更高的价格。跟踪路径分析（使用研究2的数据）表明，白色调标签既有间接影响（通过对产品的环境友好性进行更有利的评估），也有直接影响其支付意愿的因素。在提供事后解释时，有人争辩说，白色调标签可以更好地将注意力转移到声称该产品具有生态友好性的主张上，同时提供“干净”，“高质量”的外观。但是，在两项研究中，标签上的自然图像都没有显着影响。

实际影响

对于寻求更好地标记/包装绿色产品的从业者，洞察力特别有趣。

创意/价值

这项调查是第一个凭经验检查标签上的颜色和图像如何影响消费者愿意为绿色产品支付的美元金额的调查。调查结果表明，与通常的看法相反，在绿色环保的产品标签上大量使用绿色可能不合适；以白色为主的标签效果更好。