Abstract
ABSTRACT Through three survey designs using 15 real eco-labels we explored four design elements on consumers’ attitude toward the eco-label logo, showing that visual complexity, text amount, and green color increased attitude toward the eco-label whereas conceptual complexity decreased it. Besides, the impact of conceptual complexity on conceptual fluency was positive only when the labels contained more text and predominantly green, which resulted in no decrease in the attitude toward the eco-label. Moreover, while visual complexity was positively related to attitude toward the eco-label due to increased perceptual fluency, conceptual complexity was negatively related to it due to decreased conceptual fluency.
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