Session 3, Steenhuis & Elving

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Greenwashing & Credibility

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Session 3, Steenhuis & Elving

  1. 1. Vivijan Steenhuis &Wim J.L. Elving (U of A’dam, NL)
  2. 2.  Labels are an attractive instrument ◦ It supports the goal of eating more healthier ◦ The free choice remains ◦ It can safe time for the consumer (Grunert and Wills, 2006) But labels are loosing their power (Van Tulder and Van derZwart, 2003) RQ: Which role does scepticism has on a food label and does it influence buying intention?
  3. 3.  H1: Knowledge of the label leads to more scepticism towards the label H2: The more the individual appreciates the label, the lower the amount of scepticism the individual experiences towards the label H3: The level of scepticism towards the label influences the buying intention of products with this label H4: The label I make conscious choices will be evaluated more negatively when individuals find out about the real origin of the label
  4. 4.  Online Questionnaire ◦ 140 respondents (M age 31 years; 46% male) Variables: ◦ Knowledge of the specific label ◦ Choosingproductswiththat label ◦ Amount of scepticism ◦ Evaluationafterrevealing the origin of the label
  5. 5.  Nearly all respondents are familiar with the I make conscious choices label (93.3%) Results of the knowledge questions (green is the correct answer)
  6. 6.  Only 26.9% of the respondents gave the correct answer on the question where the label derived from 37.5% thought that the label comes from the Voedsel en WarenAutoriteit, which is the formal controlling body for food safety in the Netherlands 19.2% thought that the label comes from the Ministry of Health, Welfare and Sport 16.3% thought it came from Unilever A fairly large proportion of respondents (26.9 + 16.3 = 43.2%) were aware of the fact that the label comes from the food industry itself 56,8% of ourrespondentsdidnotknow the trueorigin of the label
  7. 7.  H1: Knowledge of the label leads to more scepticism towards the labelRejected H2: The more the individual appreciates the label, the lower the amount of scepticism the individual experiences towards the labelConfirmed H3: The level of scepticism towards the label influences the buying intention of products with this labelConfirmed
  8. 8.  The level of scepticism after we revealed the real origin of the label increased (M = 5.43, SD = 0.81  M = 4.59, SD = 1.26) H4: The label I make conscious choices will be evaluated more negatively when individuals find out about the real origin of the labelConfirmed 49.1% feels deposed 75% label is misleading
  9. 9.  The ‘I make consciouschoices’ label is maybemisleading, knowledge of origin of label increasesscepticism Organisationsshouldbeverycareful in adopting these labels Use of labelstomuchseen as marketing, whereas a true label shouldindicatespecificadvantagesforconsume rs

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