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

Sigurdsson, Valdimar, Folwarczny, Michał, Larsen, Nils Magne, Menon, R.G. Vishnu, Sigurdardottir, Freyja Thoroddsen and Perkovic, Sonja (2023) Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals. Journal of Retailing and Consumer Services, 76, [103611]. (doi:10.1016/j.jretconser.2023.103611).

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).

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Contributors

Author: R.G. Vishnu Menon

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