Can I Feel your Halo or am I Magic Bulletproof? Green Labels in Non-food E-commerce as a Double-edged Sword

Louisa Metz & Antonia Britzius

Student thesis: Master thesis


The present thesis taps into an underexplored area of research, investigating the impact of green labels on consumers' perception of non-food consumer goods in e-commerce. In recent years, e-commerce has become an increasingly important distribution channel as a result of the vast adaptation of digital technologies, contributing to the transformation of consumers' shopping habits. Simultaneously, the entry of environmentalism into societal consciousness has led to the rise of green consumerism, challenging businesses to develop green strategies to meet consumers' high expectations for eco-friendly products. In light of these two inevitable trends in society, the purpose of this thesis lies in contributing to a thorough understanding of both phenomena, elucidating the impact of green labels on consumers' perception of products in e-commerce. To accomplish such a contribution, a quantitative research approach is developed, which stresses the crucial role of visual attention in understanding consumer behavior in today's virtual marketplaces. Using eye-tracking, consumers' fixations on certain visual stimuli integrated into the set-up of an online store are measured. Findings are expected to complement the contemporary understanding of consumer information processing. Specifically, the study is expected to confirm the halo effect of green labels in online shopping settings and to show that this effect diminishes when consumers give those labels a second thought. Furthermore, the halo effect is predicted to be stronger for low equity brands compared to high equity brands. For the latter, they might even lead to negative product evaluations when people give green labels a second thought. Consumers with a sustainable mindset are expected to be less responsive to green labels

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages190
SupervisorsJesper Clement