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The Placebo Effect of Eco-Labelling on Consumer Attitudes: An Explanatory Study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Recently the question of eco-labelling has become increasingly important, especially when used as a green marketing tool. Surprisingly, the marketing placebo effect of eco-labelling and the influence it has on the performance of a product has received little attention.

The purpose of this study is to explain the placebo effect of eco-labelling on consumer attitudes. Fishbein’s model of attitudes is implemented whereby a focus group is used as a basis to create a questionnaire and a tasting experiment.

The findings of the study provide an explanation and evidence of the placebo effect of eco-labelling. The product with an environmental label is perceived as tastier, healthier and of higher quality than the same product without ecological label.

Place, publisher, year, edition, pages
2015. , p. 87
Keywords [en]
Consumer behaviour, marketing placebo effect, ecological labels, consumer attitudes
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44519OAI: oai:DiVA.org:lnu-44519DiVA, id: diva2:821865
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-16 Created: 2015-06-15 Last updated: 2015-06-17Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
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  • de-DE
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  • Other locale
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Output format
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