dc.contributor.author | Legotaite, Monika | |
dc.contributor.author | Laroche, Julie | |
dc.date.accessioned | 2024-01-15T13:12:21Z | |
dc.date.available | 2024-01-15T13:12:21Z | |
dc.date.issued | 2023 | |
dc.identifier.uri | https://hdl.handle.net/11250/3111550 | |
dc.description | Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2023/Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2023 | en_US |
dc.description.abstract | The increasing attention to sustainability changes consumers’ decisions.
While previous research has established a clear relationship between sustainability
labels and the intention to purchase sustainable food items, the current research
goes further. This study investigates the effects of sustainability labels on
European consumers’ purchasing behaviour, focusing on food products with
healthiness and private labels. Incorporating results from a quantitative survey
with a choice experiment, this study demonstrates that when combined with a
sustainability label, products with front-of-pack healthiness labels have the
highest purchase intention compared to products with only a healthiness label or a
sustainable label. Moreover, combining a sustainability label with a non-private
label had higher positive results on purchase intention than a private label. These
findings extend the existing literature that sustainability labels work differently
depending on food product packages and characteristics. This study suggests
several managerial implications for labelling strategies. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Handelshøyskolen BI | en_US |
dc.subject | markedsføringsledelse | en_US |
dc.subject | marketing management | en_US |
dc.subject | strategisk | en_US |
dc.subject | strategic | en_US |
dc.title | Beyond the Label: Examining the Effects of Sustainability Labels on European | en_US |
dc.type | Master thesis | en_US |