TY - JOUR
T1 - The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags
AU - Sigurdsson, Valdimar
AU - Larsen, Nils Magne
AU - Folwarczny, Michał
AU - Fagerstrøm, Asle
AU - Menon, R. G.Vishnu
AU - Sigurdardottir, Freyja Thoroddsen
N1 - Funding Information: ☆ Author Note: The authors thank The Icelandic Centre for Research (RANNIS) for partially funding this study (Grant No 218235–051). The authors would also like to thank Joseph Karlton Gallogly for his assistance in conducting the research. Publisher Copyright: © 2022 Elsevier Inc.
PY - 2023/1
Y1 - 2023/1
N2 - As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ choice and willingness to pay (WTP). We identify and test two major certifications from a branding perspective. The results show that consumers will have a preference and higher WTP for fish filets with signals (certificates/tags or health/sustainability) that hold higher customer-based label equity (familiarity, understanding, trust) when shown in a choice-based situation. The results show the importance of a clear reference point, label equity (familiarity, understanding, trust), and customer values when using third-party certifications and/or simple taglines.
AB - As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ choice and willingness to pay (WTP). We identify and test two major certifications from a branding perspective. The results show that consumers will have a preference and higher WTP for fish filets with signals (certificates/tags or health/sustainability) that hold higher customer-based label equity (familiarity, understanding, trust) when shown in a choice-based situation. The results show the importance of a clear reference point, label equity (familiarity, understanding, trust), and customer values when using third-party certifications and/or simple taglines.
UR - https://www.scopus.com/pages/publications/85139080506
U2 - 10.1016/j.jbusres.2022.113338
DO - 10.1016/j.jbusres.2022.113338
M3 - Article
SN - 0148-2963
VL - 154
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 113338
ER -