TY - JOUR

T1 - The interplay of eco-labels and price Cues

T2 - Empirical evidence from a large-scale field experiment in an online fashion store

AU - Feuß, Sebastian

AU - Fischer-Kreer, Denise

AU - Majer, Johann

AU - Kemper, Jan

AU - Brettel, Malte

N1 - Publisher Copyright: © 2022 Elsevier Ltd

PY - 2022/11/1

Y1 - 2022/11/1

N2 - Even though eco-labels are a promising means to support consumers in making sustainable choices, insights into the effectiveness of eco-labels in combination with conventional marketing tools are scarce. This field study (a) investigates the effect of eco-labels on consumers' actual purchase behavior in an online fashion store, (b) examines the moderating role of price premiums, and (c) reveals a three-way interaction between eco-labels, price premiums, and discounts. Based on 58,000 actual purchase decisions from a large-scale field experiment, the results indicate a beneficial effect of eco-labels on consumer purchases and that higher price premiums can even reinforce the positive effect of eco-labels. The empirical findings also suggest that discounts only increase purchases for eco-labeled products in combination with high price premiums, but not with low price premiums. The present study has important implications for research on eco-labels and their interplay with other marketing cues and provides valuable guidance to marketers and policymakers on how to price eco-labeled products.

AB - Even though eco-labels are a promising means to support consumers in making sustainable choices, insights into the effectiveness of eco-labels in combination with conventional marketing tools are scarce. This field study (a) investigates the effect of eco-labels on consumers' actual purchase behavior in an online fashion store, (b) examines the moderating role of price premiums, and (c) reveals a three-way interaction between eco-labels, price premiums, and discounts. Based on 58,000 actual purchase decisions from a large-scale field experiment, the results indicate a beneficial effect of eco-labels on consumer purchases and that higher price premiums can even reinforce the positive effect of eco-labels. The empirical findings also suggest that discounts only increase purchases for eco-labeled products in combination with high price premiums, but not with low price premiums. The present study has important implications for research on eco-labels and their interplay with other marketing cues and provides valuable guidance to marketers and policymakers on how to price eco-labeled products.

KW - Field experiment

KW - Eco-label

KW - Sustainable consumption

KW - Online shopping

KW - Purchase behavior

KW - Price

KW - Discount

KW - Psychology

UR - https://www.mendeley.com/catalogue/a4ece2bb-d4b4-3e7c-b790-f56387361848/

UR - http://www.scopus.com/inward/record.url?scp=85137273909&partnerID=8YFLogxK

U2 - 10.1016/j.jclepro.2022.133707

DO - 10.1016/j.jclepro.2022.133707

M3 - Journal articles

VL - 373

JO - Journal of Cleaner Production

JF - Journal of Cleaner Production

SN - 0959-6526

M1 - 133707

ER -