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L'efficacité de l'étiquetage environnemental : résultats d'une étude quasi-expérimentale exploratoire

Author

Listed:
  • Yohan Bernard
  • Laurent Bertrandias

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Leila El Gaaied

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

An increasing number of companies of the mass distribution sector have recently started to display environmental labels on their products (Leclerc, Casino, etc.). However, relatively few academic studies in marketing have investigated the effectiveness of these devices and their mechanism of influence on consumer decision making. Based on a quasi-experimental design, this research examines the effects of environmental labeling on participants' choice. Our findings highlight the role of perceived harmfulness as a mediator in the relationship between labeling and choice, and emphasize the importance of perceived credibility of the ecolabel

Suggested Citation

  • Yohan Bernard & Laurent Bertrandias & Leila El Gaaied, 2012. "L'efficacité de l'étiquetage environnemental : résultats d'une étude quasi-expérimentale exploratoire," Post-Print halshs-00741902, HAL.
    • Handle: RePEc:hal:journl:halshs-00741902
    as

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