Is more always better? Counter-intuitive effects in consumer assessment of environmental product attributes

The objective of this article is to study the influence of the number of environmental attributes of a product on the weight given to these attributes. The results of two experiments show that certified or uncertified environmental attributes on the same product are weighted less (more) by consumers when they are presented jointly (separately). This non-rational effect, called the embedding effect, is stronger for individuals deeply concerned with the environment and involved towards eco labels. The outcome of this study challenges the value of accumulating attributes when dealing with consumers of environmentally friendly products.

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