Work

Helping Mother Earth: young children's responses to sustainability labels on food packaging

Year: 2022

Type: article

Abstract: Children are an essential group in the path toward sustainable diets. This study (N = 240) therefore experimentally investigates childrenʻs (8 to 12 years) brand attitude and purchase request intent after exposure to a verbal sustainability label combined with a visual cue on food packaging. Results indicate that childrenʻs environmental concern is an important moderator of the efficacy of such sustainability labels. For children low in environmental concern, it is beneficial to add a visual cue to a verbal label, as it positively affects packaging evaluation, and consequently, brand attitude and purchase request intention. This visual cue diminishes the efficacy of a verbal label, however, when children are high in environmental concern. Findings can assist food manufacturers, marketers and policy makers to more effectively stimulate children to adopt sustainable diets.

Source: Journal of Marketing Management

DOI: 10.1080/0267257x.2022.2042362

Authors: Marloes de Brabandere, Liselot Hudders, Dieneke Van de Sompel

Institution: Ghent University

Language: English

Topic: Consumer Packaging Perceptions and Trends

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

Funders: Fonds Wetenschappelijk Onderzoek, Universiteit Gent, Vlaamse regering, Bijzonder Onderzoeksfonds UGent