Feed them facts: Value perceptions and consumer use of sustainability-related product information

Jan Niklas Meise, Thomas Rudolph, Peter Kenning and Diane M. Phillips

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 4, 510-519

Abstract: More than ever, consumers are demanding sustainable options on retail shelves. Retailers, however, are not finding clear evidence of the financial benefits for doing so. This study attempts to provide concrete suggestions to retailers on what kinds of sustainability-related information to provide to consumers. Our online study of approximately 3600 participants provides evidence that, when provided with full information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will “punish†the non-sustainable option. Managerial implications are discussed.

Keywords: Pricing; Value-differentiation; Decision-making; Choice models; Retailing; Sustainability (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:4:p:510-519

DOI: 10.1016/j.jretconser.2014.03.013

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