Should “Green” Be Precise? The Effect of Information Presentation on Purchasing Intention of Green Products

Green product companies usually convey performance in either ambiguous or precise ways. Many studies have been conducted on the and information presentation of traditional products, but few examined which kind (ambiguous vs. precise) is better for presenting green products. This article three experiments with 484 participants to examine influence products consumers’ purchase intention. Results show that can increase more intention than information, trust plays a mediating effect. Furthermore, type (durable goods fast-moving consumer [FMCG]) moderates Specifically, durable goods, likely arouse presentation. For FMCG, promote