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Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals

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  • Sigurdsson, Valdimar
  • Folwarczny, MichaÅ‚
  • Larsen, Nils Magne
  • Menon, R.G. Vishnu
  • Sigurdardottir, Freyja Thoroddsen
  • Perkovic, Sonja

Abstract

Endocrine-disrupting chemicals (EDCs) in consumer products present a global health concern. Yet, the understanding of consumer perceptions of EDC-related product labels is limited. This study investigated consumer reactions to such labels using data from 602 Scandinavian consumers. The results indicate a positive association between label performance (willingness to buy, pay in a local currency, pay extra, and recommend a product with the label) and a modified version of the consumer-based food label equity scale proposed by Coderre et al. (2022). Findings also suggest a positive relationship between awareness of EDCs and label performance of products with EDC-related labels. Our recommendations involve educating consumers, utilizing labels more effectively, and avoid warning labels for risks that are not well known and/or have a relatively low consumer-based label equity (CBLE).

Suggested Citation

  • Sigurdsson, Valdimar & Folwarczny, MichaÅ‚ & Larsen, Nils Magne & Menon, R.G. Vishnu & Sigurdardottir, Freyja Thoroddsen & Perkovic, Sonja, 2024. "Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003624
    DOI: 10.1016/j.jretconser.2023.103611
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