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The Positive Side of Negative Labelling

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  • Ynte Dam
  • Janneke Jonge

Abstract

Ethical labels signal positive ethical quality of a product but fail to create massive demand for such products. Based on regulatory focus theory and prospect theory, it is argued that negative signalling of low ethical quality would have a stronger effect on the adoption of ethical products than the current positive signalling of high ethical quality. The effect of positive versus negative signalling of high versus low ethical quality on attitude and preference formation is tested in three experimental studies (N = 81; N = 170; N = 177). Results show (1) that negative labelling has more effect on attitude and preference than positive labelling, (2) that the effect of labelling is enhanced by regulatory fit, and (3) that the effect of labelling is mediated by personal norms. No evidence of either mediation or moderation by environmental concern was found. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Ynte Dam & Janneke Jonge, 2015. "The Positive Side of Negative Labelling," Journal of Consumer Policy, Springer, vol. 38(1), pages 19-38, March.
    • Handle: RePEc:kap:jcopol:v:38:y:2015:i:1:p:19-38
    DOI: 10.1007/s10603-014-9274-0
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    2. van Dam, Ynte K. & van Trijp, Hans CM, 2016. "Interventions To Encourage Sustainable Consumption," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 10(2-3), pages 1-8, October.
    3. S. Marette & L. Nabec & F. Durieux, 2019. "Improving Nutritional Quality of Consumers’ Food Purchases With Traffic-Lights Labels: An Experimental Analysis," Journal of Consumer Policy, Springer, vol. 42(3), pages 377-395, September.
    4. Van Asselt, Joanna & Nian, Yefan & Soh, Moonwon & Gao, Zhifeng & Morgan, Stephen N, 2020. "Do Plastic Warning Labels Reduce Consumers’ Willingness to Pay for Plastic Packaging?," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304503, Agricultural and Applied Economics Association.
    5. Nicole Darnall & Hyunjung Ji & Diego A. Vázquez-Brust, 2018. "Third-Party Certification, Sponsorship, and Consumers’ Ecolabel Use," Journal of Business Ethics, Springer, vol. 150(4), pages 953-969, July.
    6. Brunner, Florentine & Kurz, Verena & Bryngelsson, David & Hedenus, Fredrik, 2018. "Carbon Label at a University Restaurant – Label Implementation and Evaluation," Ecological Economics, Elsevier, vol. 146(C), pages 658-667.
    7. Kathleen Jacobs & Jacob Hörisch, 2022. "The importance of product lifetime labelling for purchase decisions: Strategic implications for corporate sustainability based on a conjoint analysis in Germany," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1275-1291, May.
    8. Djin Gie Liem & Giovanni M. Turchini & Uracha Wanich & Russell Keast, 2018. "Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More?," Sustainability, MDPI, vol. 10(7), pages 1-11, July.
    9. Clara Mehlhose & Antje Risius, 2021. "Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study," Sustainability, MDPI, vol. 13(9), pages 1-11, May.
    10. Á. Ní Choisdealbha & P. D. Lunn, 2020. "Green and Simple: Disclosures on Eco-labels Interact with Situational Constraints in Consumer Choice," Journal of Consumer Policy, Springer, vol. 43(4), pages 699-722, December.

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