The influence of eco-labeling on perceived value and willingness to pay: What is the role of product type and construal level?

This study investigates how sustainable packaging, signaled through eco-labels, influences consumers’ perceived product value and willingness to pay. We apply a multidimensional perceived value framework (quality, price, emotional, social, and environmental dimensions) across two experiments to examine how eco-labels affect willingness to pay and how these effects vary across product types (utilitarian vs hedonic) and consumer construal levels. The results show that eco-labels significantly enhance perceived value across dimensions, with stronger effects on quality and social value for utilitarian products. High-construal-level consumers are particularly responsive to eco-labels on utilitarian products, amplifying quality, price, social, and environmental value and enhancing willingness to pay. This research advances cue utilization and perceived value theory by integrating a multidimensional value framework and by revealing how consumer and product characteristics jointly shape responses to sustainable packaging. The findings offer actionable guidance on when and to whom eco-labeling strategies drive consumers’ willingness to pay.