Text versus label-based green claims for organic pork: The mediating role of green trust

In response to the growing importance of sustainability, this research investigates how different design elements of green claims influence consumer purchase intentions for environmentally friendly products. Drawing on the Stimulus–Organism–Response (S-O-R) model and Prospect Theory, two experimental studies (Nstudy1 = 255; Nstudy2 = 317) explore the effects of claim format (label vs. text), information content (environmental vs. health), message complexity (simple vs. complex), and message framing (positive vs. negative) on consumer decision-making. Study 1 demonstrates that text-based green claims are significantly more persuasive than label-based ones. Study 2 further reveals that environmental claims outperform health claims, simple messages enhance persuasion more than complex ones, and positively framed claims elicit higher purchase intentions than negatively framed messages. Importantly, green trust is found to fully mediate the relationship between green claims and purchase intention, highlighting its critical role in translating environmental communication into consumer behavior. The results offer actionable insights for marketers aiming to optimize green messaging strategies and build consumer trust. This research contributes to green marketing literature by identifying key boundary conditions of claim effectiveness and advancing theoretical understanding of how green trust shapes sustainable consumption.