Adolescents’ perception of different beverages is more influenced by brands than by eco-labels

Florian Goller; Julia Eisner; Petra Dirnberger; Robert Andreas Fina

Adolescents’ perception of different beverages is more influenced by brands than by eco-labels

Florian Goller, Julia Eisner, Petra Dirnberger, Robert Andreas Fina

Publikation: Konferenzbeitrag › Papier › peer-review

Abstract

Assessing the efficacy of eco-label in adolescents has yielded mixed results in the previous literature. To shed more light on this issue, we collected ratings of the perceived taste and healthiness of different beverages from 158 adolescents. Crucially, we paired each beverage with different brands and different eco-labels. Overall, we found that adolescents can correctly identify different eco-labels. Perceived taste and healthiness of beverages are influenced by brand logos, yet the type of beverage plays an important moderating role. However, eco-labels seem to have little to no effect and this effect is not moderated by the type of beverages.

Originalsprache	Englisch
Seitenumfang	11
Publikationsstatus	Veröffentlicht - Sept. 2023
Veranstaltung	EMAC 2023 Regional Conference: “Marketing beyond the limits of Certainty: Distinguishing Twilight from Dawn” - University of Piraeus, Athen, Griechenland Dauer: 27 Sept. 2023 → 29 Sept. 2023

Konferenz

Konferenz	EMAC 2023 Regional Conference
Land/Gebiet	Griechenland
Ort	Athen
Zeitraum	27/09/23 → 29/09/23

Schlagwörter

Beverage consumption; store brands; label awareness; adolescents; perception of tastiness; perception of healthiness

Zugriff auf Dokument

https://proceedings.emac-online.org/pdfs/R2023-117263.pdf

Dieses zitieren

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abstract = "Assessing the efficacy of eco-label in adolescents has yielded mixed results in the previous literature. To shed more light on this issue, we collected ratings of the perceived taste and healthiness of different beverages from 158 adolescents. Crucially, we paired each beverage with different brands and different eco-labels. Overall, we found that adolescents can correctly identify different eco-labels. Perceived taste and healthiness of beverages are influenced by brand logos, yet the type of beverage plays an important moderating role. However, eco-labels seem to have little to no effect and this effect is not moderated by the type of beverages.",

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AB - Assessing the efficacy of eco-label in adolescents has yielded mixed results in the previous literature. To shed more light on this issue, we collected ratings of the perceived taste and healthiness of different beverages from 158 adolescents. Crucially, we paired each beverage with different brands and different eco-labels. Overall, we found that adolescents can correctly identify different eco-labels. Perceived taste and healthiness of beverages are influenced by brand logos, yet the type of beverage plays an important moderating role. However, eco-labels seem to have little to no effect and this effect is not moderated by the type of beverages.

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