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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 785-785.

Authors

Dilney Gonçalves, IE University - IE Business School
Patrícia Rossi, NEOMA Business School
Márcia Herter, NEOMA Business School
Diego Costa Pinto, ESPM Business School



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.