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When Certifying Sustainability Can Backfire: Assessing Side Effects of Sustainability Labels on Non-Certified Products of the Same Brand

机译:在认证可持续发展时可以反馈:评估可持续性标签对同一品牌非认证产品的副作用

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Our research aims to investigate less straightforward effects of sustainability labels on uncertified products of the same brand to establish a broader understanding of product certifications' overall effects from a brand portfolio perspective. Therefore, our are as follows: How does certifying only selected products of a brand's assortment (i.e., a "partial certification strategy") with a sustainability label affect consumers' perceptions of uncertified products offered by the same brand? What psychological processes underlie changes in consumers' perception (mediation effects)? What factors determine the identified underlying processes (moderation effects)?
机译:我们的研究旨在调查可持续发展标签对同一品牌的未经认可产品的直接效果,以便更广泛地了解产品认证从品牌组合角度的整体影响。因此,我们的情况如下:如何仅通过可持续性标签的品牌分类(即“部分认证战略”)确认选择的产品(即“部分认证战略”)影响消费者对同一品牌提供的未经认可产品的看法?消费者的感知(调解效果)有什么心理过程改变?什么因素确定已识别的底层过程(适度效应)?

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