The power of putting a label on it: green labels weigh heavier than contradicting product information for consumers' purchase decisions and post-purchase behavior.

Specifically and in line with Hypothesis 1, there was a highly significant positive effect of ecological motivation on the perceived matching score ( a 1 = 0.47, 95% CI [0.39, 0.55], t = 12.03, p < 0.001).

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Conditional direct effects revealed a negative relationship between ecological motivation and the relative change in product evaluation in the conventional label condition ( b 1 | Label = conv = –0.17, 95% CI [–0.33, –0.02], t = –2.18, p = 0.03) and a positive trend in the green label condition ( b 1 | Label = green = –0.14, 95% CI [–0.01, 0.28], t = –1.83, p = 0.07).

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Correspondingly, the expected interaction effect of the predominant product label and participants’ motivation did not reach statistical significance ( b 4 = 0.8, 95% CI [–0.22, 1.83], t = 1.54; p = 0.12).

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