Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

Kumar, P, Polonsky, Michael, Dwivedi, YK and Kar, A 2021, Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge, European Journal of Marketing, pp. 1-35, doi: 10.1108/EJM-10-2019-0808.

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Title Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge
Author(s) Kumar, P
Polonsky, MichaelORCID iD for Polonsky, Michael orcid.org/0000-0003-2395-1311
Dwivedi, YK
Kar, A
Journal name European Journal of Marketing
Start page 1
End page 35
Total pages 35
Publisher Emerald Publishing
Place of publication Bingley, Eng.
Publication date 2021-01-01
ISSN 0309-0566
1758-7123
Keyword(s) Social Sciences
Business
Business & Economics
Consumer knowledge
Eco-label credibility
Green advertisements
Green brand credibility
Green brand evaluation
Green information quality
Summary PurposeThis 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/approachUsing 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.FindingsThe 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/valueIt helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.
Notes In Press
Language eng
DOI 10.1108/EJM-10-2019-0808
Indigenous content off
Field of Research 15 Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30149748

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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