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Dintner, Lara Katharina ; Brand, Benedikt Martin:
Comparing The Importance Of Multi-Dimensional Multi-Level Sustainability Labels For Low-And High-Involvement Food Items.
2025
Veranstaltung: XVIII EAAE Congress
, 26.-29. Aug. 2025
, Bonn.
(Veranstaltungsbeitrag: Kongress/Konferenz/Symposium/Tagung
,
Vortrag
)
Abstract
In contrast to binary sustainability labels, previous research showed that multi-dimensional multi-level sustainability labels (MDMLSLs) are very effective and preferred most when shopping for groceries. Therefore, this article responds to recent calls for literature and counteracts shortcomings of extant literature on MDMLSLs (i.e., small sample sizes and solely conceptually discussing different labels), by conducting an Incentive-Aligned Choice-Based Conjoint (IA-CBC) experiment. Using scientific real-world data concerning greenhouse gases, water use, and land use as foundation, MDMLSLs are developed for a low- and a high-involvement food item (butter and pralines). Subsequently, the two IA-CBCs were examined with a representative sample of n=236 Swedish consumers from Generation Y. The results show that the MDMLSL is the most impactful driver for purchasing butter (34.95%), whereas for the more expensive and less frequently consumed pralines price is the largest factor (31.96%). For the more frequently purchased and less expensive butter, price is the least important aspect with the brand being more important. In contrast, brands are least influential in the purchase decision with MDMLSLs being second most important. However, differences exist concerning gender and consumers’ Green Consumption Values.
Weitere Angaben
| Publikationsform: | Veranstaltungsbeitrag (Vortrag) |
|---|---|
| Begutachteter Beitrag: | Ja |
| Institutionen der Universität: | Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre XIV - Marketing und Innovation Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre XIV - Marketing und Innovation > Lehrstuhl Betriebswirtschaftslehre XIV - Marketing und Innovation - Univ.-Prof. Dr. Daniel Baier |
| Titel an der UBT entstanden: | Nein |
| Themengebiete aus DDC: | 300 Sozialwissenschaften > 330 Wirtschaft |
| Eingestellt am: | 01 Sep 2025 09:04 |
| Letzte Änderung: | 01 Sep 2025 09:04 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/94564 |