The authors examined students' attitudes toward specific elements of an ongoing internship program. The study sample consisted of 816 student interns from 25 different colleges and universities. Results indicate that despite significant changes in instructional design and the incorporation of new technologies into the learning environment, perceptions have remained relatively constant over the 20-year time frame studied.
Recent legislation by the United States and European Union governments now mandates the provision of country-of-origin (COO) information at the point of purchase for a variety of meats, fruits, vegetables, and other assorted food products. To better understand the significance of these regulatory changes, two decades of existing COO food labeling research are synthesized, reviewed, and discussed. The implications for two primary sets of actors within aggregate marketing systems, consumers and practitioners, are then discussed from a macromarketing perspective. Based on the reviewed literature, the authors conclude that little generalizable knowledge about COO food labeling effects exists, and further identify a lack of sufficient theoretical application and development as a primary reason. Consequently, the exact impact of mandatory (and voluntary) COO labeling initiatives for consumers and practitioners still remains unclear and highly debatable. Thus, as these initiatives continue to make country-of-origin labeling more commonplace around the world, it is crucial that additional theory-driven research be conducted, especially from a macromarketing perspective, to foster more generalizable knowledge about the complex role of COO information in aggregate food marketing systems.
Eco-labels are being used more frequently in the marketplace. Recently, carbon-neutral labels have emerged on product packaging and advertisements as a popular form of eco-label. How consumers view these specific labels is of both conceptual and practical interest. Therefore, in a mixed-experimental design building on congruity theory and Deighton's two-step model of advertising effectiveness, the authors examine how consumers view the credibility and environmental concern of companies who use these labels, as well as their resulting purchase intentions. A 2(product) £ 2(label) £ 3 (information) mixed design was used to examine consumer perceptions and behavior intentions. Product category (environmentally neutral vs. environmentally harmful) was a within-subjects factor; the presence/absence of the carbon-neutral label and information (positive/negative/control) was both manipulated between-subjects factors. Results show that the presence of a carbon-neutral label in an advertisement, regardless of the type of product, leads to more favorable perceptions of company environmental concern. However, there is a more pronounced increase in consumer perceptions of company environmental concern for an environmentally harmful product than for an environmentally neutral product.
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