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Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes

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  • Cho, Yoon-Na
  • Berry, Christopher

Abstract

Little research has explicitly considered the influence of retailer-provided sustainability disclosure at points of purchase for brands within specific product categories. Thus, this paper examines the conditions wherein sustainability labels with scale ratings assist consumers in determining the sustainability performance of products. Study 1 findings demonstrate that, when concerned with social desirability, consumers' product evaluations are greater for products with high (vs. low) sustainability levels. When not concerned with social desirability, this pattern exists so long as the levels are consistent with category-based expectations. Extending these findings, Study 2 results show that evaluations and purchase-related outcomes are greater for products with high levels within (vs. outside) expectations for low-efficacy consumers not concerned with social desirability. Yet, these effects are mitigated for low-efficacy consumers concerned with social desirability. Further, Study 3 suggests that the effect is attenuated for low-efficacy consumers at low levels and for high-efficacy consumers irrespective of sustainability level.

Suggested Citation

  • Cho, Yoon-Na & Berry, Christopher, 2019. "Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes," Journal of Business Research, Elsevier, vol. 100(C), pages 73-85.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:73-85
    DOI: 10.1016/j.jbusres.2019.03.019
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    Citations

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    Cited by:

    1. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    2. Vilasanti da Luz, Victoria & Mantovani, Danielle & Nepomuceno, Marcelo Vinhal, 2020. "Matching green messages with brand positioning to improve brand evaluation," Journal of Business Research, Elsevier, vol. 119(C), pages 25-40.
    3. Fairouz Mustafa & Suman Lodh & Monomita Nandy & Vikas Kumar, 2022. "Coupling of cryptocurrency trading with the sustainable environmental goals: Is it on the cards?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1152-1168, March.
    4. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. 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.
    6. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.
    7. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    8. Carmen Bălan, 2020. "How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    9. 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.

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