Climate‐neutral labeling for climate‐friendly vs. climate‐harmful food products: Consumer perceptions and implications

Gesa Stremmel, Ossama Elshiewy and Yasemin Boztug

Business Strategy and the Environment, 2024, vol. 33, issue 5, 4441-4455

Abstract: Given the increasing prevalence of climate‐neutral labeled products in the actual marketplace, this study analyzes the impact of climate‐neutral labeling on consumer perceptions and purchase propensity. Only for climate‐harmful products we found that climate‐neutral labeling alters product perceptions and purchase propensity (while not for climate‐friendly products). For climate‐harmful products, a climate‐neutral label leads consumers to value the objective contribution to climate protection associated with the label but also evokes various biased inferences (i.e., the product is perceived to [1] be less resource intensive, [2] use fewer chemicals and pesticides during agricultural production, and [3] be superior regarding ethical product benefits like fair trade and animal welfare). We also found that a more transparent labeling practice, which provides additional information of the label scope, reduces the biased inferences (1–2) or even avoids them (3).

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/bse.3713

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:33:y:2024:i:5:p:4441-4455

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1002/(ISSN)1099-0836

Access Statistics for this article

Business Strategy and the Environment is currently edited by Richard Welford

More articles in Business Strategy and the Environment from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().