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In the Shadow of a Product With a Sustainability Label:Will the introduction of a product with a sustainability label spill over on the perceptions of the mainstream product line,general attitude towards the company & perceived CSR image?

Granerud, Andrea Skjellet; Ramic, Amela
Master thesis
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URI
https://hdl.handle.net/11250/2825761
Date
2021
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  • Master of Science [1545]
Abstract
Consumers and society are increasingly emphasizing the importance of

new, green products. In response, companies are investing in developing more

environmentally sustainable options. However, there is still a lack of clear

understanding of the implications of these product introductions. Previous

research in the field of spillover effects has found that sustainability labels elicit

positive associations with consumers, which in turn might reflect negatively on

mainstream products. Since brands are the most important asset for companies,

negative associations with products can harm the perception of the mainstream

product line. Our research offers insight into these implications, revealing that

introducing a green product into a mainstream product line might not lead

consumers to perceive the existing unlabelled products as negatively as initially

thought. Thus, managers do not need to be particularly concerned about negative

consumer perceptions for the rest of their mainstream product line when exposed

to a product with a sustainability label.

Based on a semi-structured interview an online, self-administered

questionnaire constructed by pre-established scales from existing literature was

distributed via social networks. The objective of the main study was to investigate

the relationship between the introduction of a sustainability labelled product in an

existing product line on perceptions of product quality, social and environmental

performance, CSR image, and general attitude towards the company, moderated

by environmental concern. Sunscreen and universal spray were manipulated with

the Nordic Swan sustainability label.

Our findings showed that the spillover effect of sustainability labels on

consumer perceptions are unlikely. The study only showed significant spillover

effects when tested with the moderating effect of environmental concern on two

variables. Contrary to our hypothesis, we found that consumers with higher

environmental concern rate the product they usually purchase with higher quality

after being exposed to the labelled product. Thus, the hypothesis was disregarded.

However, as hypothesised, there was a positive relationship between participants'

environmental concern and their general attitude towards the company, suggesting

that highly environmentally concerned consumers show positive attitudes towards

environmentally and socially responsible companies.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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