• xmlui.mirage2.page-structure.header.title
    • français
    • English
  • Help
  • Login
  • Language 
    • Français
    • English
View Item 
  •   BIRD Home
  • DRM (UMR CNRS 7088)
  • DRM : Publications
  • View Item
  •   BIRD Home
  • DRM (UMR CNRS 7088)
  • DRM : Publications
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Browse

BIRDResearch centres & CollectionsBy Issue DateAuthorsTitlesTypeThis CollectionBy Issue DateAuthorsTitlesType

My Account

LoginRegister

Statistics

Most Popular ItemsStatistics by CountryMost Popular Authors
Thumbnail - No thumbnail

Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

Larceneux, Fabrice; Benoît-Moreau, Florence; Renaudin, Valérie (2012), Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects, Journal of Consumer Policy, 35, 1, p. 85-104. 10.1007/s10603-011-9186-1

Type
Article accepté pour publication ou publié
External document link
https://hal.archives-ouvertes.fr/hal-00656485
Date
2012
Journal name
Journal of Consumer Policy
Volume
35
Number
1
Publisher
Springer
Pages
85-104
Publication identifier
10.1007/s10603-011-9186-1
Metadata
Show full item record
Author(s)
Larceneux, Fabrice
Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
Renaudin, Valérie cc
Dauphine Recherches en Management [DRM]
Abstract (EN)
An organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed.
Subjects / Keywords
Brand equity; Label equity; Cobranding; Perceived quality; Organic label; Brand; Consumer; Food Consumption; Marketing
JEL
D12 - Consumer Economics: Empirical Analysis
D18 - Consumer Protection
M31 - Marketing
M37 - Advertising

Related items

Showing items related by title and author.

  • Thumbnail
    The first memorable encounter between a consumer and a brand and its influence on their relationship: an exploration through a qualitative phenomenological enquiry 
    Benoît-Moreau, Florence (2008-05) Communication / Conférence
  • Thumbnail
    How Sustainability Ratings Might Deter “Greenwashing”: A Closer Look at Ethical Corporate Communication 
    Larceneux, Fabrice; Benoît-Moreau, Florence; Parguel, Béatrice (2011) Article accepté pour publication ou publié
  • Thumbnail
    Comment prévenir le greenwashing ? L’influence des éléments d’exécution publicitaire 
    Benoît-Moreau, Florence; Parguel, Béatrice; Larceneux, Fabrice (2008) Communication / Conférence
  • Thumbnail
    Comment prévenir le greenwhashing ? L'influence des éléments d'exécution publicitaire 
    Larceneux, Fabrice; Benoît-Moreau, Florence; Parguel, Béatrice (2009) Chapitre d'ouvrage
  • Thumbnail
    Societal communication and brand equity 
    Benoît-Moreau, Florence; Parguel, Béatrice (2007) Communication / Conférence
Dauphine PSL Bibliothèque logo
Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16
Phone: 01 44 05 40 94
Contact
Dauphine PSL logoEQUIS logoCreative Commons logo