Children's response to “ecofriendly” labelling: The role of self-concept clarity

Research on adults has examined the effectiveness of social labelling on influencing consumption, especially ecofriendly consumption, and has proposed a self-concept-based mechanism to explain the effectiveness. Surprisingly, however, despite the growth in children's consumption autonomy at an earlier age and their influence on other family members and peers, social labelling effectiveness has scarcely been investigated among children. In...