Utilizing consumer-based label equity to signal consumer products free from endocrine-disrupting chemicals

Valdimar Sigurdsson*, Michal Folwarczny, Nils Magne Larsen, R.G. Vishnu Menon, Freyja Thoroddsen Sigurdardottir, Sonja Perkovic

*Corresponding author for this work

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Abstract

Endocrine-disrupting chemicals (EDCs) in consumer products present a global health concern. Yet, the understanding of consumer perceptions of EDC-related product labels is limited. This study investigated consumer reactions to such labels using data from 602 Scandinavian consumers. The results indicate a positive association between label performance (willingness to buy, pay in a local currency, pay extra, and recommend a product with the label) and a modified version of the consumer-based food label equity scale proposed by Coderre et al. (2022). Findings also suggest a positive relationship between awareness of EDCs and label performance of products with EDC-related labels. Our recommendations involve educating consumers, utilizing labels more effectively, and avoid warning labels for risks that are not well known and/or have a relatively low consumer-based label equity (CBLE).

Original languageEnglish
Article number103611
JournalJournal of Retailing and Consumer Services
Volume76
Number of pages13
ISSN0969-6989
DOIs
Publication statusPublished - Jan 2024

Keywords

  • Consumer-based label equity
  • EDC awareness
  • Endocrine-disrupting chemicals

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