Title: Consumers and eco-labelling : a repertory grid study
Authors : Berger, Verena
Hari, Jürg J.
Proceedings: Proceedings of the Academy of Marketing Conference 2012
Conference details: Marketing : catching the technology wave, Southampton, 2. – 5. July 2012
Publisher / Ed. Institution : Academy of Marketing Science
Publisher / Ed. Institution: New York
Issue Date: 2012
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Marketing; Sustainability
Subject (DDC) : 658.8: Marketing management
Abstract: Purpose of the Paper – The first objective of this paper was to demonstrate the use of repertory grid technique (RGT), a well-established interview method that elicits consumer cognitions. The second objective was to explore consumer perceptions of Swiss food labels. Design/Methodology/Approach – The study explored the perception of selected labels. RGT was used to identify the constructs in a sample of 20 master students and 10 Swiss food labels supplemented with an «ideal label». Findings - The study identified two main clusters. One cluster represents two labels, closely related to the ideal label. The other group is comprised of the remaining labels. Content analysis and analysis of semantic corridor indicated constructs connoted negatively. What is Original/Value of Paper – This is one of the first research that explored cognitions regarding Swiss food labels and represented a rare application of the repertory grid technique (RGT) using a semi-quantitative approach by means of a software. Research/Limitations/Implications – The application of the grid software facilitated the analysis but did not overcome practical limitations e.g. mentioned by Rogers & Ryals (2007). Managerial implications for label organisations are discussed and various fields for further research identified.
Departement: School of Management and Law
Organisational Unit: Institute of Natural Resource Sciences (IUNR)
Publication type: Conference paper
ISBN: 9780854329472
ISSN: 0092-0703
1552-7824
URI: https://digitalcollection.zhaw.ch/handle/11475/16785
Appears in Collections:Publikationen School of Management and Law

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