Eco-labelling brand strategy
Eco-labelling brand strategy
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生态标签品牌战略
DOI：
10.1108/ebr-06-2013-0090
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发表时间：
2014
影响因子：
4.2
通讯作者：
M. A. Achabou
中科院分区：
文献类型：
--
作者：
S. Dekhili;M. A. Achabou
目的--本研究的目的是探讨在知名品牌的具体案例中，消费者对负责任品牌的偏好。这项研究调查了消费者考虑公司自己进行的自我声明的倾向，并与外部第三方组织的独立认证进行了比较。设计/方法/方法-通过联合分析方法对134名法国消费者进行了一项实证研究，并以Nespresso咖啡为例进行了测试。研究结果-结果表明，自我声明(Nespresso AAA可持续质量)对消费者偏好有积极影响。此外，这一积极影响等同于独立认证(公平贸易Max Havelaar)。研究局限/影响-这项研究的贡献更好地洞察了消费者对生态标签的反应。这表明品牌和责任标签之间存在交互作用。但是，未来的研究需要继续下去。
Purpose – The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party. Design/methodology/approach – An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested. Findings – The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar). Research limitations/implications – This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the brand and the responsible label. But, a future research needs to be cond...