Ecolabels in the market of red meat – Is it effective?
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- Master of Science 
This study examines the effect of third-party certified (TPC) ecolabels on the purchase intention of red meat products. In addition, the moderating effect of ecolabel credibility and environmental concern were investigated. Data from 105 Norwegian young adults were collected through a quantitative survey. The results demonstrated that TPC ecolabels have an overall positive effect on purchase intention of red meat products. Further, Antibiotic labeled products yielded the highest purchase intention, while products containing an eco-score label yielded the lowest purchase intention. Moreover, the findings revealed that highly perceived credible ecolabels did not have a greater impact on purchase intention compared to lower credible ecolabels. In addition, only a few results suggested that environmentally concerned consumers had a higher purchase intention for ecolabeled products compared to environmentally unconcerned consumers. To summarize, it can be decisive for red meat producers to choose appropriate ecolabels to enhance their customers' purchase intention. However, this study suggests that the labels do not necessarily need to be third-party certified, nor targeted at an environmentally concerned customer base.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2022