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Are All Labels Ethical?
[Les labels sont-ils tous éthiques ?]

Author

Listed:
  • Fabienne Chameroy

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Jean-Louis Chandon

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Are All Labels Ethical? This article aims to contrast the implied message of trust and quality granted by a label with some markets practices. The credibility of a label is based on the fact that the product or service offered for the purchase is evaluated by a trusted third party according to strict and publicly accessible specifications rules. The contribution of this work is both conceptual and exploratory. The literature review is complemented by concrete examples of labels and qualitative interviews with consumers and marketing experts. We emphasize the drift risks faced by a brand using some labels or pseudo labels that do not stick to transparent assessment rules. The logic of labelling is by nature more demanding than the logic of communication of a brand in terms of ethics. The boundary between these two rationales must be maintained in the interest of consumers and the brand. Finally, the limits of this research and its managerial implications are detailed.

Suggested Citation

  • Fabienne Chameroy & Jean-Louis Chandon, 2011. "Are All Labels Ethical? [Les labels sont-ils tous éthiques ?]," Post-Print hal-02092068, HAL.
    • Handle: RePEc:hal:journl:hal-02092068
    Note: View the original document on HAL open archive server: https://hal.science/hal-02092068
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    File URL: https://hal.science/hal-02092068/document
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    References listed on IDEAS

    as
    1. Daniel Hassan & Sylvette Monier-Dilhan, 2006. "National brands and store brands: Competition through public quality labels," Agribusiness, John Wiley & Sons, Ltd., vol. 22(1), pages 21-30.
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    3. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
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    5. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
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    7. Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
    8. Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
    9. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    10. Philippe Robert-Demontrond, 2009. "Le label Kasher : perspectives sur la dynamique commerciale d'un système de traçabilité de produits sain(t)s," Post-Print halshs-00426766, HAL.
    11. Kevin Lane Keller & Nathalie Fleck & Isabelle Fontaine, 2009. "Management stratégique de la marque," Post-Print hal-02292235, HAL.
    Full references (including those not matched with items on IDEAS)

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