{"title":"向消费者灌输标签信心:可持续性怀疑论的作用","authors":"Yoon-Na Cho, Christine Ye, Yuna Kim","doi":"10.1002/cb.2300","DOIUrl":null,"url":null,"abstract":"<p>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.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Instilling label confidence in the minds of consumers: The role of sustainability skepticism\",\"authors\":\"Yoon-Na Cho, Christine Ye, Yuna Kim\",\"doi\":\"10.1002/cb.2300\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>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.</p>\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/cb.2300\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2300","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.