Ethical claims and labelling: An analysis of consumers' beliefs and choice behaviours

The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece

“…The researchers carefully pre-selected these products from four major UK and Greek retailers, which were monitored for a period of two months each. To explain, the researchers continuously visited the retailers and purchased any FMGCs that were found with an on-pack claim as done in extant research [5,51,64]. The majority of the labels found in Greece were Type II claims whereas in the UK the majority were certifications.…”

“…This implies that in order to understand the actual meaning of the seal or label attached to a product, information and knowledge is required to decode the message. In a similar manner, Hoek et al [5] have pointed out that consumers utilise labels, seals and certifications as heuristic tools to simplify their decision-making processes. According to the authors, this is common practice in the retail setting for FMCGs where reflection on information is limited.…”

“…In the marketing literature knowledge of labels has received attention [5,[49][50][51]. Past research suggested that consumers prefer products that have a familiar seal on their packaging [52].…”

Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies

“…Starting from these premises, the determinants of consumer behavior towards minimally processed vegetables could be specifically separated into "health" and "green" consciousness, gathering in this last group the motivations behind the purchase of environmentally sustainable minimally processed vegetables, underlined and communicated via the potential adoption of an Ecolabel. A label that summarize this kind and a wide range of information could alter consumers' purchasing decision (Hansmann, Koellner, & Scholz, 2004;Hoek, Roling, & Holdsworth, 2013). The aim to gather for minimally processed vegetables the links between the determinants, the attitude towards the Eco-labelled product, the intrinsic attributes of perceived quality, the extrinsic attributes of perceived quality and the willingness to pay for minimally processed product with an Eco-label, forms the starting point for marketers of this kind of products.…”

The Appraisal of Sustainable Materials

“…Despite the benefits of making the material biography known, it remains the design challenge of how to communicate. On one hand, product information has to be communicated concisely as users may be overwhelmed with the quantity of data (Mudgal et al, 2012) leading them to feel sceptical, particularly with partial and subjective ethical claims (Hoek et al, 2013;Maheshwari & Malhotra, 2011). As identified in previous research, users juggle between the perceived value and perceived risk (Wang & Hazen, 2015) and they believe that there is a trade-off between sustainability and its performance which often lead them to feelings of guilt and uncertainty (Luchs et al, 2010).…”