Consumer Confusion and Attitudes : A Study of Eco-Labels

Abstract: Purpose: The purpose of this study was to explain whether the conceptualized model of consumer confusion regarding the multiple number of brands and products also applies to the increasing number of eco-labels. The study also examined how the attitudes were affected if confusion occurred amongst the consumers. More specifically, whether consumer confusion leads to negative attitudes. Theoretical Framework: The conceptualized model of consumer confusion, including the three dimensions of ambiguity, information overload and similarity was used in this research.In addition, theories regarding attitudes and indicators that affect consumer’s attitudes werepresented and used for the analysis. Methodological Framework: This research took an explanatory and deductive approach. The research was carried out with a quantitative method including three hypotheses derived from the literature. Data was collected through a questionnaire that was spread online on social media. The gathered data was coded accordingly in order to get the results from the frequencies, descriptive statistics, correlation and the regression analysis. Empirical Results: It was discovered that the respondents were confused by eco-labels and eco-labelled products regarding all the three dimensions of the conceptualized model of consumer confusion. However, the fact that the attitudes towards eco-labels and eco-labelled products were very positive, led to a rejection of all the three hypotheses. Consequently, supportive questions from the questionnaire and the demographic details of the sample served as additional support to further discuss the results of the study. Conclusions: This study showed that the conceptualized model of consumer confusion also applies to eco-labels. However, the consumers still had positive attitudes towards eco-labels and eco-labelled products which could be seen as contradictory. Nevertheless, positive beliefs about eco-labels and its effects and demographic details were found to have an impact on the positive attitudes.