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

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Date
2012
Link to item file
https://hal.archives-ouvertes.fr/hal-00656485
Dewey
Marketing
Sujet
Brand equity; Label equity; Cobranding; Perceived quality; Organic label; Brand; Consumer; Food Consumption; Marketing
JEL code
D.D1.D12; D.D1.D18; M.M3.M31; M.M3.M37
Journal issue
Journal of Consumer Policy
Volume
35
Number
1
Publication date
2012
Article pages
85-104
Publisher
Springer
DOI
http://dx.doi.org/10.1007/s10603-011-9186-1
URI
https://basepub.dauphine.fr/handle/123456789/7842
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Larceneux, Fabrice
1032 Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
1032 Dauphine Recherches en Management [DRM]
Renaudin, Valérie
1032 Dauphine Recherches en Management [DRM]
Type
Article accepté pour publication ou publié
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.

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