Eco-labelling brand strategy: Independent certification versus self-declaration
Abstract
Purpose
The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party.
Design/methodology/approach
An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested.
Findings
The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar).
Research limitations/implications
This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the brand and the responsible label. But, a future research needs to be conducted to gain better understanding of this interaction effect.
Practical implications
The results suggest that a strategy of promoting a well-known branded product based on self-declaration would be effective. They offer additional insights to managers on the eco-labels’ efficiency.
Originality/value
Contrary to the literature which suggests the superiority of the effect of certifications organised by a third party, this research shows that this finding is not valuable in the case of a well-known brand. Self-declaration may be preferred by consumers in the same way as independent certification. This research is one of the rare research to stress the need to consider brand when exploring eco-labelling issue.
Keywords
Citation
Dekhili, S. and Akli Achabou, M. (2014), "Eco-labelling brand strategy: Independent certification versus self-declaration", European Business Review, Vol. 26 No. 4, pp. 305-329. https://doi.org/10.1108/EBR-06-2013-0090
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited