This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations
Current study investigates whether a private, sustainability claim has an impact on individuals' sensory and non-sensory expectations (halo effect) and quantifies such impact on individual monetary preferences. An incentive-compatible artefactual field experiment was performed by recruiting reg...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-03-01
|
| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844023014135 |
| _version_ | 1797851831198547968 |
|---|---|
| author | Gerarda Caso Emanuele Blasi Luigi Cembalo Riccardo Vecchio |
| author_facet | Gerarda Caso Emanuele Blasi Luigi Cembalo Riccardo Vecchio |
| author_sort | Gerarda Caso |
| collection | DOAJ |
| description | Current study investigates whether a private, sustainability claim has an impact on individuals' sensory and non-sensory expectations (halo effect) and quantifies such impact on individual monetary preferences. An incentive-compatible artefactual field experiment was performed by recruiting regular buyers and consumers of the investigated product (cookies). Results reveal that the sustainable agriculture claim generates high (unrelated) expectations and a statistically significant premium price compared to the conventional counterpart. Additionally, these expectations, together with respondents’ trust in the claim, are the drivers of the price premium. Findings suggest the need for policy makers and consumer advocates to scrutinize the potential drawbacks of private sustainability claims on food products. |
| first_indexed | 2024-04-09T19:23:07Z |
| format | Article |
| id | doaj.art-2216088f548e4b518edb44257ce6fe31 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-09T19:23:07Z |
| publishDate | 2023-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-2216088f548e4b518edb44257ce6fe312023-04-05T08:21:18ZengElsevierHeliyon2405-84402023-03-0193e14206This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectationsGerarda Caso0Emanuele Blasi1Luigi Cembalo2Riccardo Vecchio3Department of Agricultural Sciences, University of Naples Federico II, Via Università, 100, Portici, NA, 80055, ItalyDepartment for Innovation in Biological, Agro-Food and Forest Systems, University of Tuscia, Via San Camillo de Lellis snc, Viterbo, VT, 01100, Italy; Corresponding author.Department of Agricultural Sciences, University of Naples Federico II, Via Università, 100, Portici, NA, 80055, ItalyDepartment of Agricultural Sciences, University of Naples Federico II, Via Università, 100, Portici, NA, 80055, ItalyCurrent study investigates whether a private, sustainability claim has an impact on individuals' sensory and non-sensory expectations (halo effect) and quantifies such impact on individual monetary preferences. An incentive-compatible artefactual field experiment was performed by recruiting regular buyers and consumers of the investigated product (cookies). Results reveal that the sustainable agriculture claim generates high (unrelated) expectations and a statistically significant premium price compared to the conventional counterpart. Additionally, these expectations, together with respondents’ trust in the claim, are the drivers of the price premium. Findings suggest the need for policy makers and consumer advocates to scrutinize the potential drawbacks of private sustainability claims on food products.http://www.sciencedirect.com/science/article/pii/S2405844023014135BDM mechanismFood shopping responsibleSustainable agricultureClaimHalo effect |
| spellingShingle | Gerarda Caso Emanuele Blasi Luigi Cembalo Riccardo Vecchio This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations Heliyon BDM mechanism Food shopping responsible Sustainable agriculture Claim Halo effect |
| title | This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations |
| title_full | This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations |
| title_fullStr | This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations |
| title_full_unstemmed | This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations |
| title_short | This cookie will save the planet! The effect of a private sustainability claim on consumers’ expectations |
| title_sort | this cookie will save the planet the effect of a private sustainability claim on consumers expectations |
| topic | BDM mechanism Food shopping responsible Sustainable agriculture Claim Halo effect |
| url | http://www.sciencedirect.com/science/article/pii/S2405844023014135 |
| work_keys_str_mv | AT gerardacaso thiscookiewillsavetheplanettheeffectofaprivatesustainabilityclaimonconsumersexpectations AT emanueleblasi thiscookiewillsavetheplanettheeffectofaprivatesustainabilityclaimonconsumersexpectations AT luigicembalo thiscookiewillsavetheplanettheeffectofaprivatesustainabilityclaimonconsumersexpectations AT riccardovecchio thiscookiewillsavetheplanettheeffectofaprivatesustainabilityclaimonconsumersexpectations |