The green halo: Mechanisms and limits of the eco-label effect

Abstract

a b s t r a c tConsumers believe that ''eco-labeled'' products taste better, which, at least in part, may be an effect of the label. The purpose of the current series of experiments was to examine some mechanisms and limits of this eco-label effect. In Experiment 1, an eco-label effect of similar magnitude was found for taste ratings of both conventional and organic bananas. Experiment 2 showed eco-label effects for a wider range of judgmental dimensions (i.e., health, calories, vitamins/minerals, mental performance, and willingness to pay) and the effect was about the same in magnitude for judgments of grapes and raisins. Experiment 3, with water as the tasted product, found no eco-label effect on judgments of taste, calories and vitamins/minerals, but an effect on willingness to pay, judgments of health benefits and judgments of mental performance benefits. Experiments 2 and 3 also included questionnaires on social desirability traits, schizotypal traits and pro-environmental consumer traits. The last was the strongest predictor of the eco-label effect amongst the three. In all, the eco-label effect is a robust phenomenon, but depends on interactions between product type and judgmental dimension. Implications for several accounts of the effect are discussed.

Sustainable Seafood Consumption in Action: Relevant Behaviors and their Predictors

“…For example, it is possible that consumers might want to eat more seafood to follow common health claims and therefore over-report the amount of seafood eaten per week. Social desirability bias regarding pro-environmental behavior might also lead to an over-reporting of sustainable seafood consumption behavior [87][88][89]. Hence, experimental replications with actual behaviour as the dependent variable would be a valuable extension of the present research.…”

Perception of Local Food Labelling by Generation Z: Eye-Tracking Experiment

“…The influence on the purchase is indirect. On the other hand, the eco-label's effect, as determined by Sörqvist et al (2015), can have a direct influence on the purchase of the product. For some samples (mostly fruit) it was found that respondents were more willing to buy a product with an eco-label because they thought it tasted better.…”

Influences of Sustainability Labels on Fashion Buying Behaviour – A Study on the Example of Fair Trade in Germany

“…QR codes and green smartphone apps could enhance the perception of green labels for the product itself (Atkinson, 2013). Eco-labels may trigger a so-called "halo-effect" on products (Sörqvist et al, 2015). The "halo-effect" "consists of the circumstance, that several products with the FT logo are used to create the impression, that the whole product range of the manufacturer or retailer, including also large corporations, is linked with the concept and its values" (Stefańska and Nestorowicz, 2015).…”

“…The "halo-effect" "consists of the circumstance, that several products with the FT logo are used to create the impression, that the whole product range of the manufacturer or retailer, including also large corporations, is linked with the concept and its values" (Stefańska and Nestorowicz, 2015). The "halo-effect" may increase positive perception of the product and cause positive emotions on the part of the consumer "even there is no reasonable relation between the product label and what is being evaluated about the product" (Sörqvist et al, 2015). This may also affect the buying behaviour of customers as a consequence.…”