• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

When a brand adds an ecolabel - is it worth it? “What effect does issuing a brand-made carbon-footprint label have on the perceived product quality, brand attitude and purchase intention of the consumer?”

Eltoft, Maiken Eilen; Bonvik-Stone, Vigdis
Master thesis
Thumbnail
View/Open
2604543.pdf (9.169Mb)
Appendix 9.3 Factor Analysis Output.pdf (3.474Mb)
URI
https://hdl.handle.net/11250/2688657
Date
2020
Metadata
Show full item record
Collections
  • Master of Science [963]
Abstract
This thesis examines the effect of a brand-issued carbon label on brand attitude, purchase

intention and perceived product quality on the consumer. These effects are hypothesized to be

moderated by the perceived fit between the eco-labeled pre-packaged meals and the product

category (vice or virtue). Based on the literature, we argue that virtue foods have a better fit

with eco-labeled foods, and therefore the ecolabel would have a significant positive effect on

brand attitude and perceived product quality. Due to the low fit between the vice product

category and eco-labeled food, we hypothesize a negative effect on brand attitude and

perceived product quality. Further, we hypothesize that brand attitude and perceived product

quality both significantly affect purchase intention.

The thesis provides insight to the changes in consumer responses, and contrary to our

hypotheses, finds that even though brand attitude and perceived quality both are positive and

significant, the consumers do not reward the company with significantly higher purchase

intentions. The hypotheses about fit are also disregarded, as both vice and virtue foods gained

positive and significant effects on brand attitude and perceived product quality when the label

was included.

For marketing managers, and other strategic decision-makers in a company, our findings

indicate that investing in an ecolabel does not immediately contribute to higher sales. However,

there might be other benefits that surpass the quick reward of purchase intention the moment

the ecolabel is introduced. As perceived product quality increases when the ecolabel is placed

on the product, the brand status might be elevated in the mind of the consumer, and the

ecolabels’ positive effect on brand attitude could be an asset for the brand.

Depending on the managers’ strategic goals, an ecolabel may or may not be a good investment

for the brand, as the return on investment cannot be found in the immediate purchase intention,

but rather in a general heightened appraisal of the brand and the perceived product quality.

However, as is so often the case with marketing efforts, branding is a long game, and it is often

hard to instantly quantify the results and return on investment.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit