Say it loud! How the amount of product-oriented sustainability information affects consumer responses

Drawing upon signaling theory, this paper investigates the impact of the amount of product-oriented sustainability information on consumer responses. We propose that the presence of product-oriented sustainability information produces positive effects on consumer response, and that this effect is explained by a reduction of consumers’ perception of information overload. Based on a mixed method design (i.e., a content analysis and ongoing experimental studies), this research studies the effect of product-oriented sustainability information on consumer responses assessing the mediating role of information overload. Results emphasize the importance of carefully balancing sustainability information to prevent information overload and foster positive consumer responses.