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. 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.
    2. 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.
    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. 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.
    5. 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).
    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. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. Fabien Martinez, 2014. "Corporate strategy and the environment: towards a four-dimensional compatibility model for fostering green management decisions," Post-Print hal-02887618, HAL.
    11. Mireille Chiroleu‐Assouline & Thomas P. Lyon, 2020. "Merchants of doubt: Corporate political action when NGO credibility is uncertain," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 29(2), pages 439-461, April.
    12. Francesca Bernini & Fabio La Rosa, 2024. "Research in the greenwashing field: concepts, theories, and potential impacts on economic and social value," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(2), pages 405-444, June.
    13. Ramona Zharfpeykan, 2021. "Representative account or greenwashing? Voluntary sustainability reports in Australia's mining/metals and financial services industries," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2209-2223, May.
    14. Wei Li & Weining Li & Veikko Seppänen & Timo Koivumäki, 2022. "How and when does perceived greenwashing affect employees' job performance? Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1722-1735, September.
    15. Alistair Munro, 2021. "Comment on “Green Innovation and Finance in Asia”," Asian Economic Policy Review, Japan Center for Economic Research, vol. 16(1), pages 88-89, January.
    16. Yongbo Sun & Binbin Shi, 2022. "Impact of Greenwashing Perception on Consumers’ Green Purchasing Intentions: A Moderated Mediation Model," Sustainability, MDPI, vol. 14(19), pages 1-15, September.
    17. Dong, Ciwei & Huang, Qianzhi & Pan, Yuqing & Ng, Chi To & Liu, Renjun, 2023. "Logistics outsourcing: Effects of greenwashing and blockchain technology," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 170(C).
    18. Christopher Marquis & Cuili Qian, 2014. "Corporate Social Responsibility Reporting in China: Symbol or Substance?," Organization Science, INFORMS, vol. 25(1), pages 127-148, February.
    19. Handoko Limaho & Sugiarto & Rudy Pramono & Rio Christiawan, 2022. "The Need for Global Green Marketing for the Palm Oil Industry in Indonesia," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    20. Susan A. Kayser & John W. Maxwell & Michael W. Toffel, 2014. "Supply chain screening without certification: The critical role of stakeholder pressure," Working Papers 2014-08, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.

    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.