It has been argued that certified third-party labels function as brands that can reduce perceived risk and facilitate decision making. Drawing on Information Economics Theory, we propose that in case of organic food products third-party labels’ risk reducing effects vary for different consumer groups. Two experiments confirm this prediction.
CITATION STYLE
Brach, S., Walsh, G., & Hille, P. (2015). Consuming Sustainably by Buying Organic Food: The Effect of Certified Third-Party Labels on Perceived Risk. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 414–416). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_246
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