Should Strong Brands Invest in Ecolabels? An Accessibility-Diagnosticity Account of Perceptions of Brand Sustainability

Dilney Gonçalves, IE University - IE Business School
Patrícia Rossi, NEOMA Business School
Márcia Herter, NEOMA Business School
Diego Costa Pinto, ESPM Business School
This research shows that brand strength (“strong” vs. “weak”) change the impact of ecolabels on brand sustainability. The findings indicate that not all brands benefit equally from sustainability efforts. Specifically, weak brands using ecolabels gain in perceptions of sustainability and purchase intentions, whereas ecolabels have no effect on strong brands.
[ to cite ]:
Dilney Gonçalves, Patrícia Rossi, Márcia Herter, and Diego Costa Pinto (2014) ,"Should Strong Brands Invest in Ecolabels? An Accessibility-Diagnosticity Account of Perceptions of Brand Sustainability", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 785-785.