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首页> 外文期刊>Journal of Business Research >Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes
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Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes

机译：了解零售商和制造商提供的可持续性标签对产品评估和与购买相关的结果的影响

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Little research has explicitly considered the influence of retailer-provided sustainability disclosure at points of purchase for brands within specific product categories. Thus, this paper examines the conditions wherein sustainability labels with scale ratings assist consumers in determining the sustainability performance of products. Study 1 findings demonstrate that, when concerned with social desirability, consumers' product evaluations are greater for products with high (vs. low) sustainability levels. When not concerned with social desirability, this pattern exists so long as the levels are consistent with category-based expectations. Extending these findings, Study 2 results show that evaluations and purchase-related outcomes are greater for products with high levels within (vs. outside) expectations for low-efficacy consumers not concerned with social desirability. Yet, these effects are mitigated for low-efficacy consumers concerned with social desirability. Further, Study 3 suggests that the effect is attenuated for low-efficacy consumers at low levels and for high-efficacy consumers irrespective of sustainability level.
机译：很少有研究明确考虑零售商提供的可持续性披露对特定产品类别中品牌的购买时的影响。因此，本文研究了带有等级等级的可持续标签帮助消费者确定产品可持续性能的条件。研究1的结果表明，在关注社会可取性时，对于可持续性水平较高（相对较低）的产品，消费者对产品的评价较高。当不关心社会可取性时，只要水平与基于类别的期望相一致，就存在这种模式。扩展这些发现后，研究2结果表明，对于低效消费者（不关心社会可取性）具有高水平（相对于外部）期望值较高的产品，其评估和与购买相关的结果要好得多。但是，对于关注社会可取性的低效率消费者，这些影响得到缓解。此外，研究3表明，无论可持续性水平如何，低水平的低效消费者和高效率的消费者的影响都会减弱。

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