Harbaugh, Rick; Maxwell, John W.; Roussillon, Beatrice - In: Management Science 57 (2011) 9, pp. 1512-1527
Labels certify that a product meets some standard for quality, but often consumers are unsure of the exact standard that the label represents. Focusing on the case of ecolabels for environmental quality, we show how even small amounts of uncertainty can create consumer confusion that reduces or...