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Brand influence on consumer preference for environmental labels

  • Mohamed Akli Achabou

This research explores the relevance of the strategic choice of Nespresso to opt for an environmental self-declaration in a context of increasing scepticism of the consumers to ecolabells, particularly those established by companies. To reach this goal, an empirical study was driven with 134 French consumers. The results of a joint analysis show that the environmental label established by Nespresso is favorably perceived by the consumers and influences positively their preference with the same degree of importance as the Fairtrade independent certification. The consumers seem to rely on the brand and think that it would not take the risk of showing false information at the risk of damaging its reputation. Entreprises. Pour atteindre cet objectif une étude empirique a été conduite auprès de 134 consommateurs français. Les résultats d’une analyse conjointe montrent que l’affichage responsable établi par Nespresso est favorablement perçu par les consommateurs et influence positivement leur préférence avec un même degré d’importance que la certification indépendante Fairtrade. Les consommateurs semblent faire confiance à la marque et pensent qu’elle ne prendrait pas le risque d’afficher de fausses informations au risque de nuire à sa réputation.

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Paper provided by Department of Research, Ipag Business School in its series Working Papers with number 2014-139.

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Length: 16 pages
Date of creation: 25 Feb 2014
Date of revision:
Handle: RePEc:ipg:wpaper:2014-139
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