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

Research output: Contribution to conference › Paper › 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.

Original language	English
Number of pages	11
Publication status	Published - Sept 2023
Event	EMAC 2023 Regional Conference: “Marketing beyond the limits of Certainty: Distinguishing Twilight from Dawn” - University of Piraeus, Athen, Greece Duration: 27 Sept 2023 → 29 Sept 2023

Conference

Conference	EMAC 2023 Regional Conference
Country/Territory	Greece
City	Athen
Period	27/09/23 → 29/09/23

Access to Document

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

Cite this

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title = "Adolescents{\textquoteright} perception of different beverages is more influenced by brands than by eco-labels",

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.",

keywords = "Beverage consumption; store brands; label awareness; adolescents; perception of tastiness; perception of healthiness",

author = "Florian Goller and Julia Eisner and Petra Dirnberger and Fina, {Robert Andreas}",

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note = "EMAC 2023 Regional Conference ; Conference date: 27-09-2023 Through 29-09-2023",

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AU - Eisner, Julia

AU - Dirnberger, Petra

AU - Fina, Robert Andreas

PY - 2023/9

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N2 - 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.

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.

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

M3 - Paper

T2 - EMAC 2023 Regional Conference

Y2 - 27 September 2023 through 29 September 2023

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