I just need 2 quick replies to these students answers onSome researchers in Hong Kong wanted to investigate what makes an effective eco-label,v i.e., a product label that indicates that the product is “green.” All eco-labels are visual, but some also contain verbal messages within the label. So the purpose of their research was to determine which elements of the label design influenced people’s decision to purchase a product.The study had 3 hypotheses:H1: The presence of an environmental seal of approval (i.e., visual communication) on product packaging encourages consumers to purchase the product.H2: The presence of a written message of environmental attribute (i.e., verbal communication) on product packaging encourages consumers to purchase the product.H3: The effects of an environmental seal of approval and a written message of key environmental attributes on consumer purchase intent are addittive.In other words, the researchers believed that an eco-label is better than no label at getting customers to buy a product, and that the addition of a verbal message to the visual message increases people’s intent to buy a product.The researchers recruited 234 college students to participate in the study and randomly assigned them to one of four treatment conditions of about 60 students each.The students were told they had the equivalent of $64 to spend and were shown a web-based catalog of products that included potato chips, batteries, tissues, washing powder, light bulbs, cooking oil, hairspray, fruit drinks, pain reliever, and printer paper. Within each product category, the students could select one of three different brands. They were to told to spend their money however they chose.heThe researchers tried hard not to make their desired choices obvious to the students, so only four of the ten product catgories (batteries, light bulbs, hairspray, and printer paper) had eco-labels included in the description of the products. A variety of other types of labels–including those related to quality, celebrity endorsements, and other product attributes (e.g., aspirin-free) were deliberately spread across the other product categories.The students were given 20 minutes to shop and were then instructed to complete a shopping list specifying how much they wished to purchase from among the various products shown. They were instructed that they did not need to purchase anything or spend all of the money.The results showed that all three hypotheses were supported.
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