Ethical Labels and the Consumer Perceived Ethicality of Products
This study analyzes the effect of ethical labels, corporate brand perception and gender on the products’ perceived ethicality. Results show that both the label and the perceived ethicality of the corporate brand influence the perceived ethicality of the product, but their effect is moderated by the gender of the consumer.
Valéry Bezençon (2014) ,"Ethical Labels and the Consumer Perceived Ethicality of Products", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 53-53.
Valéry Bezençon, University of Neuchâtel, Switzerland
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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