向消费者灌输标签信心:可持续性怀疑论的作用

IF 4.4 3区 管理学 Q2 BUSINESS
Yoon-Na Cho, Christine Ye, Yuna Kim
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引用次数: 0

摘要

本研究从说服知识模型出发,展示了提供可比可持续性标签(即带有数字可持续性水平信息的标签)如何帮助消费者在购买包装消费品时做出更可持续的选择。我们通过现场实验和在线实验提供了经验证据,说明可持续性标签的存在和来源如何影响消费者的看法。值得注意的是,我们表明高度怀疑的消费者会受到标签来源的影响,而怀疑程度较低的消费者受标签来源的影响较小,但会受到标签存在与否的强烈影响。我们还证明了可持续性标签过程中的边界条件和潜在机制。我们的研究结果为有意在零售货架上展示可持续发展信息以告知和影响消费者决策的从业人员和政策制定者提供了启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Instilling label confidence in the minds of consumers: The role of sustainability skepticism

Drawing from the persuasion knowledge model, the present research demonstrates how providing comparable sustainability labels (i.e., labels with numeric sustainability level information) can help consumers make more sustainable choices at the point of purchase for consumer packaged goods. We provide empirical evidence from a field experiment and an online experiment to show how the presence and source of sustainability labeling affect consumer perceptions. Notably, we show that highly skeptical consumers are influenced by the source of labeling, whereas less skeptical consumers are less affected by the source but strongly influenced by the presence of labeling. We also demonstrate both the boundary condition and underlying mechanism in the sustainability labeling process. Our findings provide insights for practitioners and policymakers interested in presenting sustainability information at the retail shelf to inform and influence consumer decisions.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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