IDEAS home Printed from https://ideas.repec.org/a/ags/ijaeri/355564.html
   My bibliography  Save this article

A Study To Explore The Effect Of Brand Label Vs. Information Label In The Food And Beverage Industry Towards Greenwashing Practices

Author

Listed:
  • Prachi Agarwal
  • Vrinda Tikkha
  • Rohit Rajwanshi

Abstract

The study explores the impact of brand labels versus nutritional labels on consumer perceptions in the food and beverage industry addressing the growing concern of greenwashing practices. Brand labels strongly impact consumer choices because of their established associations. However, the influence of labels such as nutritional details in changing consumer perceptions is a less studied area. This research aims to compare the effects of these labels on consumer decisions with a lens of greenwashing. Using a descriptive survey design, data was collected from 271 consumers in retail settings like malls and supermarkets. Participants were exposed to brand labels followed by nutritional labels to assess shifts in perception and purchase intention. Findings indicate that trust and visual attention in the context of brand labelling significantly impact perception and purchase intention of a product. Trust and awareness factors in the context of nutrition labels significantly influence consumer brand-driven perceptions by revealing a product's true value. This highlights greenwashing practices where brands exploit consumer trust through vague or misleading claims. The study underscores the potential of labelling in promoting transparency and encouraging informed and health-conscious purchasing behaviors. These findings are valuable for brands aiming to build trust and for policymakers to design effective labelling regulations. Future research could explore label impacts across varied retail formats and product categories to enhance consumer education on healthful choices.

Suggested Citation

  • Prachi Agarwal & Vrinda Tikkha & Rohit Rajwanshi, 2025. "A Study To Explore The Effect Of Brand Label Vs. Information Label In The Food And Beverage Industry Towards Greenwashing Practices," International Journal of Agriculture and Environmental Research, Malwa International Journals Publication, vol. 11(01), January.
    • Handle: RePEc:ags:ijaeri:355564
    DOI: 10.22004/ag.econ.355564
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/355564/files/ijaer_11__01.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.355564?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Vrinda Tikkha & Prachi Agarwal & Dr. Rohit Rajwanshi, 2024. "Assessing greenwashing practices with special relevance to the food & beverage industry," International Journal of Agriculture and Environmental Research, Malwa International Journals Publication, vol. 10(04), July.
    2. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    3. Kuchler, Fred & Greene, Catherine & Bowman, Maria & Marshall, Kandice K. & Bovay, John & Lynch, Lori, 2017. "Beyond Nutrition and Organic Labels—30 Years of Experience With Intervening in Food Labels," Economic Research Report 291967, United States Department of Agriculture, Economic Research Service.
    4. Delmas, Magali A. & Gergaud, Olivier, 2021. "Sustainable practices and product quality: Is there value in eco-label certification? The case of wine," Ecological Economics, Elsevier, vol. 183(C).
    5. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alice Falchi & Gilles Grolleau & Naoufel Mzoughi, 2022. "Why companies might under‐communicate their efforts for sustainable development and what can be done?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 1938-1946, July.
    2. David Coen & Kyle Herman & Tom Pegram, 2022. "Are corporate climate efforts genuine? An empirical analysis of the climate ‘talk–walk’ hypothesis," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3040-3059, November.
    3. Caroline Flammer & Michael W. Toffel & Kala Viswanathan, 2021. "Shareholder activism and firms' voluntary disclosure of climate change risks," Strategic Management Journal, Wiley Blackwell, vol. 42(10), pages 1850-1879, October.
    4. Michael Nippa & Sanjay Patnaik & Markus Taussig, 2021. "MNE responses to carbon pricing regulations: Theory and evidence," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(5), pages 904-929, July.
    5. Raszap Skorbiansky, Sharon, 2025. "Organic Situation Report, 2025 Edition," Economic Information Bulletin 349417, United States Department of Agriculture, Economic Research Service.
    6. Kotchen Matthew & Moon Jon J., 2012. "Corporate Social Responsibility for Irresponsibility," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 12(1), pages 1-23, November.
    7. Aaron K. Chatterji & David I. Levine & Michael W. Toffel, 2009. "How Well Do Social Ratings Actually Measure Corporate Social Responsibility?," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 18(1), pages 125-169, March.
    8. Aseem Kaul & Jiao Luo, 2018. "An economic case for CSR: The comparative efficiency of for‐profit firms in meeting consumer demand for social goods," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1650-1677, June.
    9. Heyes, Anthony & Lyon, Thomas P. & Martin, Steve, 2018. "Salience games: Private politics when public attention is limited," Journal of Environmental Economics and Management, Elsevier, vol. 88(C), pages 396-410.
    10. Lixiang Wang & Wendi Hou & Yupei Liu, 2023. "How do co‐shareholding networks affect negative media coverage? Evidence from China," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 63(4), pages 4221-4249, December.
    11. Xiaona Luo & Chan Lyu, 2024. "Green Bonds Drive Environmental Performance: Evidences from China," Sustainability, MDPI, vol. 16(10), pages 1-20, May.
    12. Noémi Nemes & Stephen J. Scanlan & Pete Smith & Tone Smith & Melissa Aronczyk & Stephanie Hill & Simon L. Lewis & A. Wren Montgomery & Francesco N. Tubiello & Doreen Stabinsky, 2022. "An Integrated Framework to Assess Greenwashing," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    13. Fabrice Etilé & Sabrina Teyssier, 2012. "Signaling Corporate Social Responsibility: Third-Party Certification vs. Brands," PSE Working Papers halshs-00736551, HAL.
    14. Maochun Zhou & Shangrong Wu, 2023. "Does City Honor Drive Companies to Remove the Mask of Greenwashing? Evidence from the National Civilized City Program in China," Sustainability, MDPI, vol. 15(10), pages 1-21, May.
    15. Liu, Fengyun & Yu, Jiaru & Shen, Yifan & He, Lingyun, 2022. "Does the resource-dependent motivation to disclose environmental information impact company financing? Evidence from renewable energy companies of China," Renewable Energy, Elsevier, vol. 181(C), pages 156-166.
    16. Lu Zhang & Yuan George Shan & Millicent Chang, 2021. "Can CSR Disclosure Protect Firm Reputation During Financial Restatements?," Journal of Business Ethics, Springer, vol. 173(1), pages 157-184, September.
    17. Christopher Marquis & Michael W. Toffel & Yanhua Zhou, 2016. "Scrutiny, Norms, and Selective Disclosure: A Global Study of Greenwashing," Organization Science, INFORMS, vol. 27(2), pages 483-504, April.
    18. Flasher, R. & Luchs, C.K. & Souza, J.L., 2018. "Sustainability assurance provider participation in standard setting," Research in Accounting Regulation, Elsevier, vol. 30(1), pages 20-25.
    19. Fabien Martinez, 2014. "Corporate strategy and the environment: towards a four-dimensional compatibility model for fostering green management decisions," Post-Print hal-02887618, HAL.
    20. Zhiying Ji & Xiao Yu & Jiefei Yang, 2020. "Environmental information disclosure in capital raising," Australian Economic Papers, Wiley Blackwell, vol. 59(3), pages 183-214, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ijaeri:355564. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: http://ijaer.in/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.