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首页> 外文期刊>Journal of consumer policy >The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels
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The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels

机译：环境标签对消费者偏好的影响：负面标签与正面标签

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摘要

Eco-labels in use today signify environmentally benign outcomes: "Choose this product, it is better for the environment than the average product." Another strategy would be to indicate negative outcomes with the purpose of trying to persuade consumers to avoid a product: "Do not choose this product, it is worse for the environment than the average product." In a computer-based experiment, it was investigated how these two types of labels affected preference for some everyday products. Individuals who had a weak or no interest in environmental issues were unaffected by either kind of label. Individuals with an intermediate interest in environmental issues were more affected by a negative label than by a positive label. Individuals with a strong interest in environmental protection were equally affected by the two kinds of labels.
机译：今天使用的生态标签表示对环境无害的结果：“选择这种产品，对环境的影响要比普通产品好。”另一个策略是表明负面结果，目的是试图说服消费者避免使用某种产品：“不要选择这种产品，对环境的影响要比普通产品差。”在基于计算机的实验中，研究了这两种类型的标签如何影响某些日常产品的偏好。对环境问题不感兴趣或没有兴趣的个人不受这两种标签的影响。对环境问题有中等兴趣的个人受负面标签的影响要大于正面标签的影响。对环保怀有浓厚兴趣的个人同样受到两种标签的影响。

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