Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR
| Autor: | Peter C. Verhoef, Jenny van Doorn, Hans Risselada |
|---|---|
| Přispěvatelé: | Research Programme Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
CORPORATE SOCIAL-RESPONSIBILITY
IMPACT media_common.quotation_subject Geography Planning and Development lcsh:TJ807-830 lcsh:Renewable energy sources chemical and pharmacologic phenomena Management Monitoring Policy and Law 0502 economics and business Quality (business) Product (category theory) Marketing lcsh:Environmental sciences health care economics and organizations media_common lcsh:GE1-350 corporate social responsibility Renewable Energy Sustainability and the Environment lcsh:Environmental effects of industries and plants 05 social sciences technology industry and agriculture sustainability product quality lcsh:TD194-195 Sustainability Corporate social responsibility 050211 marketing Business Ecolabel 050203 business & management |
| Zdroj: | Sustainability Volume 12 Issue 9 Sustainability, 12(9):3711. MDPI AG Sustainability, Vol 12, Iss 3711, p 3711 (2020) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12093711 |
| Popis: | In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands&rsquo corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypotheses for a newly introduced detergent brand with an ecolabel vs. without one for high and low brand CSR levels. The experiment was conducted among 304 participants. Our results show that the ecolabel of the detergent can indeed trigger quality concerns. These quality concerns are reduced for brands high in CSR. This suggests that a brand&rsquo s sustained commitment to sustainability is important in overcoming negative effects of sustainability claims on product quality. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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