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Buying green or buying greenwashed? : The influence of sustainability labels on the consumer response towards supermarket products

Ree, Ilse van (2020) Buying green or buying greenwashed? : The influence of sustainability labels on the consumer response towards supermarket products.

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Abstract:As the popularity of purchasing more sustainable products is rising, food companies validate their products quality with a corresponding label on the product package. Therefore, this research addresses how the existence of a sustainability label on a product package influences the consumer response. Furthermore, this study aims to analyse the consumer response after exposure to extra information regarding that sustainability label. Within this study, an online experiment (N = 172) was conducted divided over 3 experimental conditions. For this research both a between-subjects and a within-subject experimental design was used. The findings of this study did not reveal an effect between consumer response and product packages with a sustainability label, when only being exposed to the product package. Moreover, the results did reveal that positive background information regarding bona fide labels have a positive effect on the consumer response, as opposed to negative information corresponding to mala fide sustainability labels. This study provides insights on how the consumer response is influenced by sustainability labels. As this study only addresses a limited scope within the topic of sustainability labels, directions for future research are suggested.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81605
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