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  • 1.
    Sörqvist, Patrik
    et al.
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology.
    Haga, Andreas
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology.
    Langeborg, Linda
    University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology, Psychology.
    Holmgren, Mattias
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology.
    Wallinder, Maria
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology.
    Nöstl, Anatole
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology.
    Seager, Paul
    University of Central Lancashire.
    Marsh, John
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building, Energy and Environmental Engineering, Environmental psychology. University of Central Lancashire.
    The green halo: Mechanisms and limits of the eco-label effect2015In: Food Quality and Preference, ISSN 0950-3293, E-ISSN 1873-6343, Vol. 43, p. 1-9Article in journal (Refereed)
    Abstract [en]

    Consumers believe that “eco-labeled” products taste better, which, at least in part, may be an effect of the label. The purpose of the current series of experiments was to examine some mechanisms and limits of this eco-label effect. In Experiment 1, an eco-label effect of similar magnitude was found for taste ratings of both conventional and organic bananas. Experiment 2 showed eco-label effects for a wider range of judgmental dimensions (i.e., health, calories, vitamins/minerals, mental performance, and willingness to pay) and the effect was about the same in magnitude for judgments of grapes and raisins. Experiment 3, with water as the tasted product, found no eco-label effect on judgments of taste, calories and vitamins/minerals, but an effect on willingness to pay, judgments of health benefits and judgments of mental performance benefits. Experiments 2 and 3 also included questionnaires on social desirability traits, schizotypal traits and pro-environmental consumer traits. The last was the strongest predictor of the eco-label effect amongst the three. In all, the eco-label effect is a robust phenomenon, but depends on interactions between product type and judgmental dimension. Implications for several accounts of the effect are discussed.

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