
Helping mother earth : young children's responses to sustainability labels on food packaging
- Author
- Marloes de Brabandere (UGent) , Liselot Hudders (UGent) and Dieneke Van de Sompel (UGent)
- Organization
- Project
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- Keeping Up with the #Instafamous: An Experimental Research on How Influencer Marketing Affects Young Consumers.
- Children as change makers in a household’s sustainable food consumption. Exploring how in-store marketing interventions targeting children can affect sustainable food literacy, -attitudes and - choices in children and their parents.
- 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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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-8743704
- MLA
- de Brabandere, Marloes, et al. “Helping Mother Earth : Young Children’s Responses to Sustainability Labels on Food Packaging.” JOURNAL OF MARKETING MANAGEMENT, vol. 38, no. 9–10, 2022, pp. 938–66, 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, 38(9–10), 938–966. 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 38 (9–10): 938–66. 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 38 (9–10): 938–966. 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;38(9–10):938–66.
- 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, vol. 38, no. 9–10, pp. 938–966, 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}}, number = {{9-10}}, pages = {{938--966}}, title = {{Helping mother earth : young children's responses to sustainability labels on food packaging}}, url = {{http://doi.org/10.1080/0267257x.2022.2042362}}, volume = {{38}}, year = {{2022}}, }
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