How environmental sustainability labels affect food choices: Assessing consumer preferences in southern Italy

Aprile, Maria Carmela; Punzo, Gennaro

doi:10.1016/j.jclepro.2021.130046

Cited by 59 publications

(54 citation statements)

References 62 publications

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“…Furthermore, sustainable label knowledge and attitude are also significantly associated in the relevant literature which further effect various sustainable purchase behaviours (Aprile & Punzo, 2022;Polonsky et al, 2012). Based on the arguments from pertinent literature, the following hypotheses are framed:…”

Section: Sustainable Label Awarenessmentioning

confidence: 99%

“…Previous studies have advocated that sustainable food purchase decisions are influenced by the consumer's knowledge and understanding of sustainable labels (Scott & Vigar‐Ellis, 2014; Xuan, 2021). Furthermore, sustainable label knowledge and attitude are also significantly associated in the relevant literature which further effect various sustainable purchase behaviours (Aprile & Punzo, 2022; Polonsky et al, 2012). Based on the arguments from pertinent literature, the following hypotheses are framed:H8 Sustainable label awareness significantly influences subjective norms with respect to purchasing the sustainable labelled products.H9 Sustainable label awareness significantly influences attitude towards sustainable labelled products.H10 Sustainable label awareness significantly influences intention to purchase sustainable labelled products.…”

Section: Construct Definition and Hypotheses Developmentmentioning

confidence: 99%

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Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

et al. 2022

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Consumers, nowadays, are becoming mindful of environmental issues than ever. The rising concerns for the adverse effects of consumption on environmental sustainability are leading to transformation in consumer behaviour. Consumers need relevant sustainability information about the products to shape sustainable purchase behaviours. On this note, marketers and organizations are increasingly using labels and logos for integrating sustainability evidence in their product offerings. This research integrates the theory of planned behaviour (TPB) with environmental concern, consumer effectiveness, consumer innovativeness and sustainable label awareness to determine how these affect the sustainable purchase behaviour for food products in China. The findings of structural equation modelling using data gathered from 273 consumers indicate all the constructs as significant, with consumer innovativeness having a negative and significant association. The present research expects to contribute to advancement in the literature on TPB and sustainable labelling by presenting a comprehensive and distinct model. Given the importance of the factors highlighted in the current research, marketers can design appropriate strategies by leveraging these determinants. The outcomes imply that marketers and policymakers need to make the consumers aware of sustainable labels and their favourable effects on the environment to promote sustainable consumer behaviour.

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Section: Sustainable Label Awarenessmentioning

confidence: 99%

Section: Construct Definition and Hypotheses Developmentmentioning

confidence: 99%

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

et al. 2022

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“…persistence in choosing products and business performance. and adapting the dimensions for environmentally sustainable brands (Aprile and Punzo. 2022;Cowan and Dai.…”

Section: Discussionmentioning

confidence: 99%

Consumer perception of brand equity based on environmental sustainability in the Amazon: development and validation of a scale

Diego

Holanda

2022

Preprint

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PurposeBrands gradually became the core dimension and strategic asset of branding for organizations of all sizes, and today many companies adopt various forms of green marketing activities as part of their strategies. In this sense, this study aimed to develop and investigate the psychometric properties of precision and validity of a scale for brand evaluation equity based on the environmental sustainability of the Amazon in the Brazilian context.Design/methodology/approachThe scale was validated by adopting the norms described in the Standards standards. As samples for testing, eight companies from the Amazônia UP program participated in this research, having data interviews applied to 262 potential consumers.discoveriesA scale with 23 items was constructed and validated, and after evaluation by the specialists, 22 items were obtained, divided into four dimensions: Quality perception — POQ(5 questions); Strategic Brand Positioning – SBP (10 questions); Willingness to buy — WIB(2 questions) and Innovation in retail — BRI (4 questions). Three items were modified because they presented the CVC at 0.8, being accepted after the adjustments. The instrument items showed good internal consistency (0.877) regarding their domains. As for DIF data, the scale invariably works for older and younger people for almost all items, except item BRI 04.Research limitations/implicationsThis article fills the gap in the literature by developing a scale to assess consumer perception of brand equity and environmental sustainability. However, the findings are limited to the variation in the data collection since, as a result of the COVID-19 pandemic period, most participants chose to fill in the scale online. Thus, the scale data are limited by the context in which the research was applied.practical implicationsThe development and subsequent validation of the contextualized psychometric scale fills an important gap in the academic literature, providing a better understanding of the perception of potential consumers about the brand. Sustainable brand equity that generalist scales could not measure. Likewise, the scale provides essential information for brand entrepreneurs who aim to develop their products sustainably, an important tool for managers to test and validate the extent to which new advertising materials demonstrate brand authenticity.Originality/ValueThe present study contributes to the directional and effective branding of brands related to environmental sustainability, mainly from tropical forests such as the Amazon rainforest. Furthermore, the findings suggest that the instrument developed and validated cross-culturally can be applied to potential consumers aged between 19 and 64 years of both sexes.

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“…Consumer attitudes toward brand equity and environmental sustainability have been mentioned in the literature as relevant psychological dimensions in the choice and persistence in choosing products (Aprile and Punzo, 2022;Cowan and Dai, 2014;Defrancesco et al 2017). The correct adaptation of the dimensions to environmentally sustainable brands is relevant, as different populations present different socioeconomic contexts capable of interfering with perception and choice (Zajkowski and Domańska, 2019).…”

Section: Discussionmentioning

confidence: 99%

Consumer perception of brand equity based on environmental sustainability in the Amazon: development and validation of a scale

Diego

Holanda

2022

Preprint

View full text Add to dashboard Cite

PurposeBrands gradually became the core dimension and strategic asset of branding for organizations of all sizes, and today many companies adopt various forms of green marketing activities as part of their strategies. The objective of this study was to investigate and develop the psychometric properties of precision and validity of a scale for brand evaluation equity based on the environmental sustainability of the Brazilian Amazon.Design/methodologyThe scale was validated by adopting the standards described in the Standards for Educational and Psychological Testing APA. As samples for validation tests, eight companies were selected for among the ones who develop their business model in the Brazilian Amazon region. The data were applied to 262 potential consumers.Findings A scale with 22 items was constructed and validated, and after evaluation by the specialists, 22 items were obtained, divided into four dimensions: Brand quality perception — BQP (6 questions); Strategic Brand Positioning – SBP (10 questions); Willingness to purchase — WtB (3 questions) and Innovation in retail — INM (3 questions). Three items were modified because they presented the CVC at 0.8 and were accepted after the adjustments. The instrument items showed good internal consistency (0.877) regarding their domains. For DIF data, the scale invariably works for older and younger people for almost all items, except item INM 04.Research limitations/implicationsThis article fills the gap in the literature by developing a scale to assess consumer perception of brand equity and environmental sustainability. However, the findings are limited to the variation in the data collection. Considering the period of COVID-19 pandemic, most participants chose to fill in the scale online. Thus, the scale data are limited by the context in which the research was applied.Practical implicationsThe development and subsequent validation of the contextualized psychometric scale fills an important gap in the academic literature, providing a better understanding of the perception of potential consumers about the sustainable brand equity that generalist scales could not measure. Likewise, the scale provides essential information for brand entrepreneurs who aim to develop their products in a sustainable way, an important tool for managers to test and validate the extent to which new advertising materials demonstrate brand authenticity.Originality/ValueThe present study contributes to the directional and effective branding of brands related to environmental sustainability, mainly from tropical forests such as the Amazon rainforest. Furthermore, the findings suggest that the developed and validated cross-culturally instrument can be applied to potential consumers aged between 19 and 64 years of both sexes.

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How environmental sustainability labels affect food choices: Assessing consumer preferences in southern Italy

Cited by 59 publications

References 62 publications

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

Consumer perception of brand equity based on environmental sustainability in the Amazon: development and validation of a scale

Consumer perception of brand equity based on environmental sustainability in the Amazon: development and validation of a scale

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