Comparer des pommes à des oranges : L'ambivalence des consommateurs à l'égard d'une éco-innovation — le marquage laser des fruits biologiques

This article examines the influence of laser-marked labeling over plastic sticker labeling for organic fruits on attitude toward the product and intention to try the product. Perceived environmental friendliness and perceived healthfulness may function as parallel mediators between laser-marked labeling and consumers' attitudes and behaviors, with fruit peel edibility as a moderator of these relationships. In a between-subjects experiment, 396 participants were exposed to an organic fruit with a laser-marked or a plastic sticker label for which the fruit peel was edible or not. While the laser-marked label increases perceived environmental friendliness only when the fruit's peel is not edible, it exerts a direct negative effect on the attitude toward the product. Results of a post-hoc qualitative study further uncover the motives and barriers toward laser-marking technology.