Keyword: «signaling theory»

This article discusses the problem of information asymmetry in e-commerce. The aim of the study is to fill gaps in the existing literature by comprehensively studying a variety of information signals and considering intercultural differences using signal theory. The cross-cultural comparison explores consumers' preferences for eco-friendly clothing and analyzes the factors influencing their choice, including price, shipping costs, eco-friendly clothing labels and online customer reviews. Originality/Value – This study complements the existing literature by providing a comprehensive analysis of information signals in e-commerce, considering cultural differences.