The Impact of Environmental Labelling on Consumer Preference: Negative vs. Positive Labels |
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Authors: | Gunne Grankvist Ulf Dahlstrand Anders Biel |
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Institution: | 1. Department for Studies of the Individual and Society, University of Trollh?ttan/Uddevalla, P.O. Box 1236, SE 462 28, V?nersborg, Sweden 2. Department of Psychology, G?teborg University, P.O. Box 500, SE 405 30, G?teborg, Sweden
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Abstract: | Eco-labels in use today signify environmentally benign outcomes: "Choose this product, it is better for the environment than
the average product." Another strategy would be to indicate negative outcomes with the purpose of trying to persuade consumers
to avoid a product: "Do not choose this product, it is worse for the environment than the average product." In a computer-based
experiment, it was investigated how these two types of labels affected preference for some everyday products. Individuals
who had a weak or no interest in environmental issues were unaffected by either kind of label. Individuals with an intermediate
interest in environmental issues were more affected by a negative label than by a positive label. Individuals with a strong
interest in environmental protection were equally affected by the two kinds of labels. |
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