Consumers’ reactions to unsubstantiated claims about ecological products

Purpose The purpose of this study was to examine the impact of unsubstantiated claims that a product is “ecological.” Design/methodology/approach A between-subjects experimental design was used in which the absence versus the presence of an (unsubstantiated) ecological claim regarding a product was a manipulated factor. The design comprised four products, representing non-ingestible/ingestible products and familiar/unfamiliar brands. These two...