Abstract:Sustainability labels on products improve consumers’ product quality perceptions, suggests existing research. To understand this link in detail, the interaction of attitudes towards sustainability and attitudes towards the brand are explored. Theoretically, a branding view is contrasted with moral consumer cosmopolitanism: the view that people consider sustainability issues a planetary challenge that must be met by all of humanity. The theory is tested using the case of a global hazelnut spread brand and inves… Show more
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