Title

The Role of Qualifying Language on Consumer Perceptions of Environmental Claims

Document Type

Article

Publication Date

1999

Source Publication

Journal of Consumer Affairs

Abstract

A copy-test of seven environmental claims on aerosol packages shows that consumers interpret general, unqualified claims (e.g., environmentally friendly or ozone friendly) as meaning the product is safe for the environment in both an absolute (safe) and a relative (safer) sense. These perceptions of environmental safety are enhanced by specific qualifiers for general claims such as No CFCs and general qualifiers for specific claims. In addition, the results show that almost all specific environmental claims improve consumers’ perceptions of the aerosol product relative to general claims for environmental benefits of the product. Implications for marketing and public policy professionals are presented.

Comments

Journal of Consumer Affairs, Volume 33, Issue 2, pages 297–320 (Winter, 1999). DOI: 10.1111/j.1745-6606.1999.tb00072.x