Instilling label confidence in the minds of consumers: The role of sustainability skepticism
Yoon‐Na Cho,
Christine Ye,
Yuna Kim
Abstract:Drawing from the persuasion knowledge model, the present research demonstrates how providing comparable sustainability labels (i.e., labels with numeric sustainability level information) can help consumers make more sustainable choices at the point of purchase for consumer packaged goods. We provide empirical evidence from a field experiment and an online experiment to show how the presence and source of sustainability labeling affect consumer perceptions. Notably, we show that highly skeptical consumers are i… Show more
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