Does the Organic Label Increase Consumption? How Food Type and Health Locus of Control Turn the Label Into a Double-Edged Sword

This research examines whether the organic label on a food product always increases consumption of that product. Two moderators are considered: food type and consumer differences in health locus-of-control. Two experiments are conducted and results show that organic labels can be a double-edged sword in regards to food consumption.



Citation:

Hsiao-Ching Lee, Zhao-Hong Cheng, Yen-Ting Chen, and Chun-Tuan Chang (2017) ,"Does the Organic Label Increase Consumption? How Food Type and Health Locus of Control Turn the Label Into a Double-Edged Sword", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 732-733.

Authors

Hsiao-Ching Lee, National Kaohsiung University of Applied Sciences, Taiwan
Zhao-Hong Cheng, Chang Jung Christian University, Taiwan
Yen-Ting Chen, Taichung Commercial Bank Co., Ltd., Taiwan
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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