« L’alcool est mauvais pour la santé…surtout s’il est bio ? »: effets du label bio sur la perception de qualité du produit et du risque de développer un cancer

Renaud Frazer () and Jennifer Ramone-Louis ()
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Renaud Frazer: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jennifer Ramone-Louis: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: In France, demand for organic products is ever growing, consumers associating organic products with quality and safety. This perception may not be consistent with alcoholic beverages, which are harmful for health. For such products, the presence of an organic label may be incongruent, in particular when the percentage of alcohol is high. Our goal is to study the relationships between brand trust, perceived quality and dangerousness (risk of developing a cancer) of two beverages, and purchasing intention, depending on whether these products have an "organic" label or not and contain more or less alcohol. We used an online survey to collect our data. Our results show that perceived risk of developing a cancer is higher for organic (vs non-organic) vodka, but not different for organic (vs non-organic) beer. The relationship between the "organic" label and purchasing intention is mediated by perceived quality and brand trust, and moderated by perceived dangerousness.

Keywords: Alcohol; Organic label; Incongruency; Perceived quality; Cancer; Alcool; Label bio; Incongruence; Qualité perçue (search for similar items in EconPapers)
Date: 2021-09-24
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Published in 16ème Journée du Marketing Agroalimentaire, Association Française du Marketing, Sep 2021, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03284629

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