Social desirability does not underpin the eco-label effect on product judgments

Sörqvist, Patrik; Langeborg, Linda; Marsh, John E.

doi:10.1016/j.foodqual.2016.01.010

Cited by 20 publications

(13 citation statements)

References 31 publications

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“…This implies that the halo effect is only likely to be observed in participants that believe on the advantage of organic food over conventional one (e.g., . This idea is supported by previous research suggesting that individuals with pro-environmental attitudes or behaviors are more prone to such halo effect (e.g., Schuldt & Schwarz, 2010;Sörqvist, Langeborg, & Marsh, 2016, see also Holmgren, Kabanshi, & Sörqvist, 2017Sörqvist, Haga, Holmgren, & Hansla, 2015), at least when certain evaluative dimensions are assessed. For example, participants who report more positive attitudes towards sustainable consumer behavior (e.g., those who buy eco-friendly products, or pre-separate waste at source) show a greater taste preference and willingness-to-pay for an "eco-friendly" (vs. conventional) product (Sörqvist et al, 2013), and judge the eco-friendly alternative more favorability across evaluative dimensions (e.g., health benefits; vitamin content; Sörqvist, Haga, Langeborg, et al, 2015).…”

Section: Lost In Processing? Perceived Healthfulness Taste and Calorsupporting

confidence: 66%

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

2017

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The "organic" claim explicitly informs consumers about the food production method. Yet, based on this claim, people often infer unrelated food attributes. The current research examined whether the perceived advantage of organic over conventional food generalizes across different organic food types. Compared to whole organic foods, processed organic foods are less available, familiar and prototypical of the organic food category. In two studies (combined N = 258) we investigated how both organic foods types were perceived in healthfulness, taste and caloric content when compared to their conventional alternatives. Participants evaluated images of both whole (e.g., lettuce) and processed organic food exemplars (e.g., pizza), and reported general evaluations of these food types. The association of these evaluations with individual difference variables - self-reported knowledge and consumption of organic food, and environmental concerns - was also examined. Results showed that organically produced whole foods were perceived as more healthful, tastier and less caloric than those produced conventionally, thus replicating the well-established halo effect of the organic claim in food evaluation. The organic advantage was more pronounced among individuals who reported being more knowledgeable about organic food, consumed it more frequently, and were more environmentally concerned. The advantage of the organic claim for processed foods was less clear. Overall, processed organic (vs. conventional) foods were perceived as tastier, more healthful (Study 1) or equally healthful (Study 2), but also as more caloric. We argue that the features of processed food may modulate the impact of the organic claim, and outline possible research directions to test this assumption. Uncovering the specific conditions in which food claims bias consumer's perceptions and behavior may have important implications for marketing, health and public-policy related fields.

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Section: Lost In Processing? Perceived Healthfulness Taste and Calorsupporting

confidence: 66%

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

2017

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“…Second, the present study, like most of the research in this field, builds on self-reported behavior. Although such self-reported and subjective opinions provide valuable insights into factors shaping consumer behavior, several of the self-reported variables can be regarded as specifically prone to social desirability bias and hence may deviate from actual behavior [57]. Finally, the formulation of the items covered in the proposed measure was based on the in-depth interviews carried out with the target group and were directing respondents’ attention to sustainable as well as healthy eating considerations when responding about their behavior.…”

Section: Discussionmentioning

confidence: 99%

Searching for a Measure Integrating Sustainable and Healthy Eating Behaviors

Żakowska‐Biemans

Pieniak²,

Kostyra

et al. 2019

Nutrients

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Sustainable and healthy food-related behavior is high on the public policy and research agenda due to its potential to cope with negative environmental and health outcomes. There are several measures related to sustainability in food choices but there have not been many attempts to integrate sustainable and healthy eating (SHE) behaviors into one measurement instrument so far. Therefore, the main aim of this study was to identify how young adults interpret the SHE concept and to develop an instrument that measures a self-reported consumer’s SHE behavior. The process of scale development involved an exploratory qualitative study and two quantitative studies. As a result of 20 individual in depth interviews with Polish young adults, 50 items were generated reflecting their perspective on principles of SHE (Study 1). Two samples were used in the scale validation process: n = 217 (Study 2) and n = 220 (Study 3). Via principal component analysis, reliability analysis, and confirmatory factor analysis, the final form of the scale was derived. The proposed 34-item scale offers insights into the most relevant aspects of SHE behaviors, grouped in eight factors: “healthy and balanced diet”, “certification and quality labels”, “meat reduction”, “selection of local food”, “choice of low fat food products”, “avoidance of food waste” and purchase and consumption of food products that are respecting “animal welfare” and finally choice of “seasonal food”. Although the developed scale can benefit from further refinement and validity testing in different cultural and social background, it is clear that the scale, as developed, can be a useful tool for researchers who are interested in the study of SHE behaviors.

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“…Green Manufacturing Process (GMP): (Van Amstel et al, 2007; Green Features (GF): (Mesthrige and Man, 2013) Eco-logical Messages (EM): (Davis, 1998;D'Souza, 2004;Bruce and Laroiya, 2007;Teisl et al, 2008;Brecard, 2014;Sörqvist et al, 2016) Consumer knowledge (CK)…”

Section: Information Communication (Ic)mentioning

confidence: 99%

“…In this paper, the authors have put their endeavor to test the role of eco-labels in the marketing context. As per the past studies and market practices the fundamental functions of eco-labels are communication (Tang et al, 2004), building trust (Potts and Haward, 2007), knowledge (Taufique et al,2015) and increasing purchase intention (Thøgersen et al, 2010;Sörqvist et al, 2016) towards the green product. The objective of the paper is to present the eco-labels in the domain of its functions.…”

Section: Introductionmentioning

confidence: 98%

Eco-labels: A tool for green marketing or just a blind mirror for consumers

Sharma¹,

Kushwaha²

2019

EGJ

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Studies show that greening the business is not only helpful in getting the green products to the consumers, but it also helps the business as a strategy for enjoying a competitive advantage and strengthening brand image. Green marketing practices are gaining wide acceptance among various marketing practices. Green marketing is the set of marketing activities that start with the procurement of the product to the delivery of the product to the end user in a greener way. On the other hand,eco-labeling is one of the important tools for the green marketing as it helps to differentiate the green products from non-green products. However, many times these eco-labels fail to attain their goals. The objective of this paper is to establish a relationship of eco-labels with consumer knowledge, information communication, trust and its impact on green purchase intention. Further, all these relationships were verified with the help of structural equation modeling (SEM), performed by using SmartPLS 3.0. The total sample size for the study was 506 Indian consumers. The study reveals that eco-labeling is a significant criterion for consumer trust and green purchase intention via consumer information and knowledge.

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Social desirability does not underpin the eco-label effect on product judgments

Cited by 20 publications

References 31 publications

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

Searching for a Measure Integrating Sustainable and Healthy Eating Behaviors

Eco-labels: A tool for green marketing or just a blind mirror for consumers

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