|dc.description.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.||en_US