Daugbjerg, Carsten; Smed, Sinne; Andersen, Laura; Schvartzman, Yonatan
Abstract: Eco-labels have an import role in promoting green consumption since most eco-labelled products are credence goods, implying that the valued process attributes they contain are not observable to the consumer even after purchase or consumption. Therefore, the consumers rely heavily on eco-labels as a reassurance that these attributes are actually delivered. We argue that the label will only have the desired effect if the consumers know the production standards underpinning it and have...[Show more]
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