What is it about?
Companies around the world have included ecolabels as a marketing strategy to convince consumers to choose products with lower environmental impact. However, the literature lacks a consensus on the effectiveness of ecolabels in persuading consumers to choose green products. The present meta-analysis addresses this gap by, first, evaluating the net persuasion effect of using ecolabels and, second, investigating the role of cultural orientations, operationalized at the country level, in this effect.
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Why is it important?
This meta-analysis is distinctive for its global scope, including diverse countries and cultures. It addresses a crucial gap in ecolabel persuasion research, providing insights that reconcile discrepancies in existing studies. It offers practical implications for businesses and policymakers while laying the groundwork for future cross-cultural research in this field.
Perspectives
This cross-cultural meta-analysis analyzed data from 26,116 consumers across 18 countries, encompassing 75 papers published between 1995 and 2023. Univariate and meta-regression analyses were utilized.
Dr Omar S. Itani
Univeristy of texas at arlington
Read the Original
This page is a summary of: Ecolabel persuasion effect across cultures: a comprehensive meta-analysis, International Marketing Review, July 2024, Emerald,
DOI: 10.1108/imr-10-2023-0293.
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