IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04293232.html
   My bibliography  Save this paper

Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims

Author

Listed:
  • Cindy Grappe

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

  • Cindy Lombart

    (Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, Nantes Univ - IUT Saint-Nazaire - Nantes Université - Institut Universitaire de Technologie Saint-Nazaire - Nantes Université - pôle Sciences et technologie - Nantes Univ - Nantes Université)

  • Fabien Durif

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

Abstract

The personal care industry is gradually shifting its promises toward health and environment-based messages, promoting either the addition of beneficial ingredients or processes or the removal of potentially deleterious additives or procedures. However, prior research has failed to encapsulate and organize the plethora of claims and to link consumer concerns, knowledge, and the influence of prosocial norms to attitude and purchase intention. This study examines the impact of absence- and presence-framed claims referring either to health or environmental friendliness on attitude and behavioral intention toward personal care products. It also explores differences in consumer profiles (concerning health, the environment, appearance, peer pressure, or disparate levels of front-of-package literacy). Using a framework based on Ajzen (1985) theory of planned behavior enriched with variables such as personal altruistic and egoistic concerns, claim credibility, and attitude, this study shows the superiority of absence-versus presence-framed claims for health and environment-based messages. Both claims pertaining to the environment and to health generate a positive attitude and are powerful in further converting it into buying intention.

Suggested Citation

  • Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    • Handle: RePEc:hal:journl:hal-04293232
    DOI: 10.1016/j.jretconser.2021.102893
    Note: View the original document on HAL open archive server: https://nantes-universite.hal.science/hal-04293232v1
    as

    Download full text from publisher

    File URL: https://nantes-universite.hal.science/hal-04293232v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102893?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. Khalil, Mary & Septianto, Felix & Lang, Bodo & Northey, Gavin, 2021. "The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Ghazali, Ezlika & Soon, Pat Chen & Mutum, Dilip S. & Nguyen, Bang, 2017. "Health and cosmetics: Investigating consumers’ values for buying organic personal care products," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 154-163.
    3. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    4. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    5. Didier Louis & Cindy Lombart, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Post-Print hal-01709478, HAL.
    6. Yadav, Rambalak, 2016. "Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 92-97.
    7. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    8. Chomsaeank Photcharoen & Rebecca Chung & Raksmey Sann, 2020. "Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products," International Business Research, Canadian Center of Science and Education, vol. 13(8), pages 100-100, August.
    9. Tatiana Drugova & Kynda R. Curtis & Sherzod B. Akhundjanov, 2020. "Are multiple labels on food products beneficial or simply ignored?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 411-427, December.
    10. Lombart, Cindy & Louis, Didier, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 644-652.
    11. Prakash, Gyan & Choudhary, Sangita & Kumar, Anil & Garza-Reyes, Jose Arturo & Khan, Syed Abdul Rehman & Panda, Tapan Kumar, 2019. "Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 163-169.
    12. Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.
    13. Levin, Irwin P & Gaeth, Gary J, 1988. "How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 374-378, December.
    14. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    15. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    16. Seahee Lee, 2011. "Consumers’ Value, Environmental Consciousness, and Willingness to Pay more toward Green-Apparel Products," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 2(3), pages 161-169.
    17. Iina Ikonen & Francesca Sotgiu & Aylin Aydinli & Peeter W. J. Verlegh, 2020. "Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 360-383, May.
    18. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Cindy Lombart & Didier Louis, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Post-Print hal-00956956, HAL.
    20. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
    21. Jesús Barreiro‐Hurle & Azucena Gracia & Tiziana De‐Magistris, 2010. "The Effects of Multiple Health and Nutrition Labels on Consumer Food Choices," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(2), pages 426-443, June.
    22. Janiszewski, Chris & Silk, Tim & Cooke, Alan D J, 2003. "Different Scales for Different Frames: The Role of Subjective Scales and Experience in Explaining Attribute-Framing Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 311-325, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.
    2. Sajjad, Aqsa & Zhang, Qingyu & Asmi, Fahad & Anwar, Muhammad Azfar & Bhatia, Meena, 2024. "Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Jiyong Shim & Jung Woo & Hyerin Yeo & Sujin Kang & Boseong Kwon & Eui Jung Lee & Jooyoung Oh & Euitaek Jeong & Junman Lim & Sun Gyoo Park, 2024. "The Clean Beauty Trend Among Millennial and Generation Z Consumers: Assessing the Safety, Ethicality, and Sustainability Attributes of Cosmetic Products," SAGE Open, , vol. 14(2), pages 21582440241, May.

    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. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    3. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    5. Najla Gonzaga Ribeiro & Edar Silva Añaña & Belem Barbosa, 2022. "The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
    6. Zohra Ghali, 2025. "Determinants of ethically minded consumer behavior in relation to climate change: a cognitive hierarchal model perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(3), pages 6225-6253, March.
    7. Zollo, Lamberto & Carranza, Rocío & Faraoni, Monica & Díaz, Estrella & Martín-Consuegra, David, 2021. "What influences consumers’ intention to purchase organic personal care products? The role of social reassurance," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. José Magano & Manuel Au-Yong-Oliveira & Bruna Ferreira & Ângela Leite, 2022. "A Cross-Sectional Study on Ethical Buyer Behavior towards Cruelty-Free Cosmetics: What Consequences for Female Leadership Practices?," Sustainability, MDPI, vol. 14(13), pages 1-15, June.
    9. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    10. Pierre Chandon & Romain Cadario, 2023. "Healthy in the wrong way: Mismatching of marketers’ food claim use and consumers’ preferences in the United States but not France," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 153-173, January.
    11. Jain, Gaurav & Gaeth, Gary J. & Nayakankuppam, Dhananjay & Levin, Irwin P., 2020. "Revisiting attribute framing: The impact of number roundedness on framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 109-119.
    12. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.
    13. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    14. Debucquet, Gervaise & Lombart, Cindy & Labbé-Pinlon, Blandine, 2021. "Depicting eaters and non-eaters of abnormal fruits and vegetables: Reflections of self-identity and food culture," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    15. Norazira Mohd Abas & Nurul Zamratul Asyikin Ahmad & Ahmad Harith Syah Md Yusuf & Adi Hakim Talib & Ridzuan Adli Azidin, 2024. "The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3046-3055, September.
    16. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    17. 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.
    18. Habib, Muhammad Danish & Filimonau, Viachaslau & Coşkun, Ayşen & Wang, Ling-en & Ermolaev, Vladimir A., 2023. "Altruistic and collectivistic values as the antecedents of surplus food donation intention," Socio-Economic Planning Sciences, Elsevier, vol. 90(C).
    19. Qi, Danyi & Penn, Jerrod & Li, Ran & Roe, Brian E., 2022. "Winning ugly: Profit maximizing marketing strategies for ugly foods," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Adriana Amaya Rivas & Ying-Kai Liao & Minh-Quan Vu & Chia-Sheng Hung, 2022. "Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model," Sustainability, MDPI, vol. 14(6), pages 1-17, March.

    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:hal:journl:hal-04293232. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.