Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge

Purpose This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility on brand evaluation whether this is mediated by credibility. It also examines moderating eco-label consumer knowledge relationships. Design/methodology/approach Using a structured questionnaire environmentally-friendly electrical goods/electronics, cosmetic apparel product advertisements, involving an elaboration task, collected usable data from 1,282 Indian consumers across 50 cities. undertook assessment for different groups using structural equation modelling proposed hypotheses assessed moderated mediation Hays process model. Findings The indicates that: mediates evaluation; moderates persuasiveness Research limitations/implications In processing, supports relevance likelihood model effect presents evidence that credible eco-labels enhance processing. While results are broadly consistent categories, may only generalizable environmentally-aware urban populations. Practical implications Help managers design advertisements add in markets. Originality/value helps define interacting