Visual and Verbal Communication in the Design of Eco-Label for Green Consumer Products

Abstract Eco-labels are meant to convey information to consumers about the environmental implications of purchasing the product, so that consumers who care about such effects can express their desires in the market. Whereas all eco-label designs utilize a visuallogo, only a few of them include verbalmessage withinthe label to communicate the main reason why the label is granted. As such, the purpose of this study is to investigate the influence of visual and verbal communication in eco-label designs on consumers purchasing behavior. Using an experimental design with homogenous sample, participants were randomly assigned one of four possible treatments in a 2 × 2 design with manipulations of both visual and verbal communication cues within a simulated web-based shopping experience. It was found that both the visual and verbal communication had significant individual and additive effects on the purchase of the designated products.