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Enhancing Environmentally Conscious Consumption through Standardized Sustainability Information

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  • Yoon‐Na Cho
  • Robin L. Soster
  • Scot Burton

Abstract

In today's retail marketplace, consumers receive little or no consistent brand‐level sustainability information, but this may change in the near future. Developing hypotheses based on the comparative brand processing and information disclosure literatures, we conduct a retail laboratory choice‐based experiment to test predictions related to the effects of brand‐level sustainability information on choices, product evaluations, and retailer perceptions. Compared to the status quo condition in which no sustainability information is provided for the product category at the retail point of purchase, the addition of positive (negative) sustainability information for the brand yields higher (lower) product evaluations and increased (decreased) brand choice. In addition, due to greenwashing concerns, many consumers may be skeptical of product‐level sustainability information, and we address the moderating role of this skepticism on retailer‐related perceptions.

Suggested Citation

  • Yoon‐Na Cho & Robin L. Soster & Scot Burton, 2018. "Enhancing Environmentally Conscious Consumption through Standardized Sustainability Information," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(2), pages 393-414, July.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:2:p:393-414
    DOI: 10.1111/joca.12172
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    Citations

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    Cited by:

    1. Yunjeong Kim & Kyung Wha Oh, 2020. "Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    2. Laura Therese Heinl & Anna Baatz & Markus Beckmann & Peter Wehnert, 2021. "Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    3. Frommeyer, Britta & Wagner, Elisa & Hossiep, C. Richard & Schewe, Gerhard, 2022. "The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis," Journal of Business Research, Elsevier, vol. 143(C), pages 201-213.
    4. Sarah Fischbach & Brielle Yauney, 2023. "Social Cognitive Theory and Reciprocal Relationship: A Guide to Single-Use Plastic Education for Policymakers, Business Leaders and Consumers," Sustainability, MDPI, vol. 15(5), pages 1-14, February.
    5. Cho, Yoon-Na & Taylor, Charles R., 2020. "The role of ambiguity and skepticism in the effectiveness of sustainability labeling," Journal of Business Research, Elsevier, vol. 120(C), pages 379-388.
    6. Haiyang Su & Miragha Ahmadov & Daria Tkachenko & Svetlana Danshina, 2022. "Hedonic adaptation and conscious consumption in the civil engineering market: corporate reputation and user behavior strategies for sustainable development [Determinants of the turnover intention o," International Journal of Low-Carbon Technologies, Oxford University Press, vol. 17, pages 23-32.
    7. Mei‐Fang Chen, 2020. "The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2404-2417, September.
    8. Mo, Tingting & Cho, Yoon-Na & Wong, Nancy, 2022. "“I must have done something good”: Justifying luxury consumption with karmic beliefs," Journal of Business Research, Elsevier, vol. 144(C), pages 193-200.
    9. He-Boong Kwon & Jooh Lee & Laee Choi, 2023. "Dynamic interplay of environmental sustainability and corporate reputation: a combined parametric and nonparametric approach," Annals of Operations Research, Springer, vol. 324(1), pages 687-719, May.

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