The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels

Grankvist, Gunne; Dahlstrand, Ulf; Biel, Anders

doi:10.1023/b:copo.0000028167.54739.94

Cited by 174 publications

(156 citation statements)

References 27 publications

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“…First of all, regarding external labeling, in line with prior studies (Parguel et al 2011;Grankvist et al 2004;Swaen and Van Hamme 2004), our findings support the idea that a positive external CSR label induced more favorable consumer responses (including brand attitude, corporate credibility, purchase intention, and scent experience) compared to a negative label. Surprisingly, with respect to Fig.…”

Section: Discussionsupporting

confidence: 89%

Won’t Get Fooled Again: The Effects of Internal and External CSR ECO-Labeling

2017

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Although most consumers are positive about socially responsible companies, in order to benefit from CSR efforts, effective and clear CSR communication is important. However, due to the constantly rising profusion of eco-labels, based on either own claims from the organization or claims made by an external third party, consumers may encounter difficulties in identifying truly responsible firms, which could result in less effective CSR initiatives, even for those responsible firms. Therefore, building on attribution theory, this study seeks to identify how uncertified internal CSR claims and external thirdparty CSR labels should be used in order to deter greenwashing and increase positive consumer evaluations. Within a 3 (external third-party CSR label: positive vs. negative vs. no label) 9 2 (uncertified internal CSR claim: present vs. absent) design, respondents are exposed to different coffee product packages measuring their attitude toward the brand, corporate credibility, purchase intention, and scent perception, as well as perceived attributional CSR motives. Overall, findings indicate that especially an external CSR label affects consumer responses toward the firm. Moreover, perceived CSR motives serve as a mediator between an external CSR label and corporate credibility and brand attitude, respectively. These findings warrant further consideration of introducing an external multilevel rating systems by governmental law.

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Section: Discussionsupporting

confidence: 89%

Won’t Get Fooled Again: The Effects of Internal and External CSR ECO-Labeling

2017

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“…Thogersen (2002) in a rather extensive study involving respondents from 4 different countries, found that large majority of them pay attention to eco-labels at least sometimes. Grankvist, Dahlstrand and Biel (2004) also found that information about environmental outcomes (which were either negative or positive) provided by eco-labels did influence product preference, especially those with strong concern for the environment. Apart from that, they also noted that women, graduate and young respondents showed positive attitude toward eco-labeled products.…”

Section: Eco-labelsmentioning

confidence: 88%

“…Thus, the above discussion showed that the use of eco-label in itself does not ensure positive response from the respondents. It seems to suggest that the use of eco-labels in assisting the eventual purchase decision can be influenced by other exogenous factors such as source credibility (Cary, Bhaskaran and Polonsky, 2004;Erskine and Collins, 1997;Nilsson, Tuncer and Thidell, 2004), the strength of the environmental concern (Grankvist, Dahlstrand and Biel, 2004), and availability of eco-labeled product on the retail shelf (Thogersen, 2000).…”

Section: Eco-labelsmentioning

confidence: 99%

Awareness of Eco-label in Malaysia’s Green Marketing Initiative

Rashid¹

2009

IJBM

211

157

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“…Energy efficiency rating label could help customers spend less resources while being "Green" Teisl et al (2002) provided market-based proof that consumers could respond optimistically to eco-labels and therefore contributed to the increased market share of the green products. Besides, information about environmental impact whether positive or negative that are provided by eco-labels did influence product preference, especially those having strong concern for the environment (Grankvist, Dahlstrand, & Biel, 2004).…”

Section: Information Provision Policymentioning

confidence: 99%