Effects of Eco-Labels and Perceived Influencer Expertise on Perceived Healthfulness, Perceived Product Quality, and Behavioral Intention

Sales of eco-friendly products have increased exponentially in the United States. To determine whether products of interest are eco-friendly, consumers often rely on informational cues from advertisements. While previous literature has examined individuals' attitudes toward different types of eco-labels, less is known about the effects of different eco-labels in product promotions within social-media environments. To address this gap, the current study focuses on the sources of eco-labels and the perceived levels of influencer expertise as informational cues and examines how these cues may influence perceived product quality, perceived healthfulness of the product, and advertising effectiveness (i.e., purchase intention and electronic word-of-mouth (eWOM) intention). This study employs a 2 x 2 experimental design (N = 295), considering two factors: eco-label source (regulated vs. nonregulated) and perceived influencer expertise (high vs. low). The results from the experiment indicate that advertisements featuring a regulated eco-label and an influencer with higher perceived expertise led to higher eWOM intentions. Additionally, perceived product quality mediated the effects of informational cues on advertising-related outcomes. These findings have both theoretical and managerial implications for social-media-influencer marketing in the context of eco-labeled products.