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Helping mother earth : young children's responses to sustainability labels on food packaging

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Abstract
Children are an essential group in the path toward sustainable diets. This study (N = 240) therefore experimentally investigates children's (8 to 12 years) brand attitude and purchase request intent after exposure to a verbal sustainability label combined with a visual cue on food packaging. Results indicate that children's environmental concern is an important moderator of the efficacy of such sustainability labels. For children low in environmental concern, it is beneficial to add a visual cue to a verbal label, as it positively affects packaging evaluation, and consequently, brand attitude and purchase request intention. This visual cue diminishes the efficacy of a verbal label, however, when children are high in environmental concern. Findings can assist food manufacturers, marketers and policy makers to more effectively stimulate children to adopt sustainable diets.
Keywords
Marketing, Strategy and Management, Food marketing, children, product packaging, environmental concern, sustainability label, sustainability, OF-PACK LABELSLICENSED CHARACTERS, ENVIRONMENTAL SUSTAINABILITY, PREFERENCES, TASTE, ANTHROPOMORPHISM, CHOICES, INFORMATION, COMMERCIALS, MECHANISMS

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MLA
de Brabandere, Marloes, et al. “Helping Mother Earth : Young Children’s Responses to Sustainability Labels on Food Packaging.” JOURNAL OF MARKETING MANAGEMENT, 2022, pp. 1–29, doi:10.1080/0267257x.2022.2042362.
APA
de Brabandere, M., Hudders, L., & Van de Sompel, D. (2022). Helping mother earth : young children’s responses to sustainability labels on food packaging. JOURNAL OF MARKETING MANAGEMENT, 1–29. https://doi.org/10.1080/0267257x.2022.2042362
Chicago author-date
Brabandere, Marloes de, Liselot Hudders, and Dieneke Van de Sompel. 2022. “Helping Mother Earth : Young Children’s Responses to Sustainability Labels on Food Packaging.” JOURNAL OF MARKETING MANAGEMENT, 1–29. https://doi.org/10.1080/0267257x.2022.2042362.
Chicago author-date (all authors)
de Brabandere, Marloes, Liselot Hudders, and Dieneke Van de Sompel. 2022. “Helping Mother Earth : Young Children’s Responses to Sustainability Labels on Food Packaging.” JOURNAL OF MARKETING MANAGEMENT: 1–29. doi:10.1080/0267257x.2022.2042362.
Vancouver
1.
de Brabandere M, Hudders L, Van de Sompel D. Helping mother earth : young children’s responses to sustainability labels on food packaging. JOURNAL OF MARKETING MANAGEMENT. 2022;1–29.
IEEE
[1]
M. de Brabandere, L. Hudders, and D. Van de Sompel, “Helping mother earth : young children’s responses to sustainability labels on food packaging,” JOURNAL OF MARKETING MANAGEMENT, pp. 1–29, 2022.
@article{8743704,
  abstract     = {{Children are an essential group in the path toward sustainable diets. This study (N = 240) therefore experimentally investigates children's (8 to 12 years) brand attitude and purchase request intent after exposure to a verbal sustainability label combined with a visual cue on food packaging. Results indicate that children's environmental concern is an important moderator of the efficacy of such sustainability labels. For children low in environmental concern, it is beneficial to add a visual cue to a verbal label, as it positively affects packaging evaluation, and consequently, brand attitude and purchase request intention. This visual cue diminishes the efficacy of a verbal label, however, when children are high in environmental concern. Findings can assist food manufacturers, marketers and policy makers to more effectively stimulate children to adopt sustainable diets.}},
  author       = {{de Brabandere, Marloes and Hudders, Liselot and Van de Sompel, Dieneke}},
  issn         = {{0267-257X}},
  journal      = {{JOURNAL OF MARKETING MANAGEMENT}},
  keywords     = {{Marketing,Strategy and Management,Food marketing,children,product packaging,environmental concern,sustainability label,sustainability,OF-PACK LABELSLICENSED CHARACTERS,ENVIRONMENTAL SUSTAINABILITY,PREFERENCES,TASTE,ANTHROPOMORPHISM,CHOICES,INFORMATION,COMMERCIALS,MECHANISMS}},
  language     = {{eng}},
  pages        = {{1--29}},
  title        = {{Helping mother earth : young children's responses to sustainability labels on food packaging}},
  url          = {{http://dx.doi.org/10.1080/0267257x.2022.2042362}},
  year         = {{2022}},
}

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