The Mediated Influence of a Traceability Label on Consumer's Willingness to Buy the Labelled Product

• Published in: Journal of business ethics Vol. 124; no. 2; pp. 283 - 295
• Main Authors: Bradu, Cosmina, Orquin, Jacob L., Thøgersen, John
• Format: Journal Article
• Language: English
• Published: Dordrecht Springer 01.10.2014; Springer Netherlands; Springer Nature B.V
• Subjects: Business and Management; Business Ethics; Chocolate; Chocolate bars; Cocoa; Consumer attitudes; Consumer behavior; Consumer behaviour; Consumer confidence; Consumer goods; Consumer goods industries; Consumers; Corporate responsibility; Decision making; Denmark; Ecolabeling; Education; Ethical consumerism; Ethics; Evaluation; Guilt; Heuristics; Hypotheses; Labeling; Labelling; Management; Morality; Philosophy; Product labeling; Product quality; Quality of Life Research; Raw materials; Rubber; Social ethics; Social responsibility; Statistical analysis; Supply chains; Sustainability; Warnings; Willingness to pay; Working conditions; Traceability; Labelling; Consumer willingness-to-buy; Chocolate

This paper investigates the effectiveness of a new traceability label on consumer willingness to buy the labelled product and whether the effect is mediated by moral affective evaluations of the product. A between-subjects factorial design was used to test (a) the effect of a new traceability label...