| Summary: | Few studies have analyzed the mechanisms of how environmental labels influence consumers’ perception and consequent behavior. The present study puts forth specific questions of how pesticide-free products should be promoted through product labels. Data were collected via controlled experimentation. The results demonstrate that pesticide-free labels with specific information on the harmful effects of pesticides have a more positive impact on perceived value and purchase intention relative to pesticide-free labels with a general description of the harmful effects of pesticides. The results also show that the positive effects of promoting the absence of pesticides through product labels on perceived quality, perceived value, and purchase intention are stronger among individuals who are high in environmental attitude and familiarity with pesticides. Policymakers, producers, and retailers could use these findings for better decision-making.
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