L'efficacité de l'étiquetage environnemental: résultats d'une étude quasi-expérimentale exploratoire

Yohan Bernard (), Laurent Bertrandias () and Leila El Gaaied
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Laurent Bertrandias: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Leila El Gaaied: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: An increasing number of companies of the mass distribution sector have recently started to display environmental labels on their products (Leclerc, Casino, etc.). However, relatively few academic studies in marketing have investigated the effectiveness of these devices and their mechanism of influence on consumer decision making. Based on a quasi-experimental design, this research examines the effects of environmental labeling on participants' choice. Our findings highlight the role of perceived harmfulness as a mediator in the relationship between labeling and choice, and emphasize the importance of perceived credibility of the ecolabel

Keywords: "Environmental labeling"; " pro-environmental purchasing behavior"; " perceived harmfulness"; " perceived credibility of green labels"; "Etiquetage environnemental"; " comportement d'achat responsable"; " nocivité perçue"; " crédibilité des labels écologiques"; Etiquetage environnemental; comportement d'achat responsable; nocivité perçue; crédibilité des labels écologiques (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème congrès de l'Association Française de Marketing (AFM), May 2012, Brest, France. pp.26

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00741902

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