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dc.contributor.authorLegotaite, Monika
dc.contributor.authorLaroche, Julie
dc.date.accessioned2024-01-15T13:12:21Z
dc.date.available2024-01-15T13:12:21Z
dc.date.issued2023
dc.identifier.urihttps://hdl.handle.net/11250/3111550
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2023/Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2023en_US
dc.description.abstractThe 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.isoengen_US
dc.publisherHandelshøyskolen BIen_US
dc.subjectmarkedsføringsledelseen_US
dc.subjectmarketing managementen_US
dc.subjectstrategisken_US
dc.subjectstrategicen_US
dc.titleBeyond the Label: Examining the Effects of Sustainability Labels on Europeanen_US
dc.typeMaster thesisen_US


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