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Medientyp:
E-Artikel
Titel:
Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR
Beteiligte:
van Doorn, Jenny;
Verhoef, Peter C.;
Risselada, Hans
Erschienen:
MDPI AG, 2020
Erschienen in:
Sustainability, 12 (2020) 9, Seite 3711
Sprache:
Englisch
DOI:
10.3390/su12093711
ISSN:
2071-1050
Entstehung:
Anmerkungen:
Beschreibung:
In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands’ corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypotheses for a newly introduced detergent brand with an ecolabel vs. without one for high and low brand CSR levels. The experiment was conducted among 304 participants. Our results show that the ecolabel of the detergent can indeed trigger quality concerns. These quality concerns are reduced for brands high in CSR. This suggests that a brand’s sustained commitment to sustainability is important in overcoming negative effects of sustainability claims on product quality.