Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals

Valdimar Sigurdsson, Folwarczny, Michał, Nils Magne Larsen, R.G. Vishnu Menon, Freyja Thoroddsen Sigurdardottir and Sonja Perkovic

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: Endocrine-disrupting chemicals (EDCs) in consumer products present a global health concern. Yet, the understanding of consumer perceptions of EDC-related product labels is limited. This study investigated consumer reactions to such labels using data from 602 Scandinavian consumers. The results indicate a positive association between label performance (willingness to buy, pay in a local currency, pay extra, and recommend a product with the label) and a modified version of the consumer-based food label equity scale proposed by Coderre et al. (2022). Findings also suggest a positive relationship between awareness of EDCs and label performance of products with EDC-related labels. Our recommendations involve educating consumers, utilizing labels more effectively, and avoid warning labels for risks that are not well known and/or have a relatively low consumer-based label equity (CBLE).

Keywords: Consumer-based label equity; Endocrine-disrupting chemicals; EDC awareness (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003624

DOI: 10.1016/j.jretconser.2023.103611

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