The interplay of eco-labels and price cues: Empirical evidence from a large-scale field experiment in an online fashion store
[ABSTRACT READ IN FULL at the Leuphana University research portal record, which prints it entire; full text not read] Feuss, S., Fischer-Kreer, D., Majer, J., Kemper, J., & Brettel, M. (2022). 'The interplay of eco-labels and price cues: Empirical evidence from a large-scale field experiment in an online fashion store.' Journal of Cleaner Production, 373, 133707. doi:10.1016/j.jclepro.2022.133707. The largest real-money field evidence on green labelling available and the article's best answer to the label question. In their words: 'Based on 58,000 actual purchase decisions from a large-scale field experiment, the results indicate a beneficial effect of eco-labels on consumer purchases and that higher price premiums can even reinforce the positive effect of eco-labels. The empirical findings also suggest that discounts only increase purchases for eco-labeled products in combination with high price premiums, but not with low price premiums.' THREE CAUTIONS, EACH LOAD-BEARING: this is an eco-label on clothing in an online store and not a recyclability claim on packaging, and the article must not slide between the two; no effect size, baseline conversion rate or confidence interval is in the abstract and the full text was not read, so the article may say the label raised purchases and may not say by how much; and the price-premium interaction is the same shape as the cost condition in article 46, which gets one clause and a link and no more.
[ABSTRACT READ IN FULL at the Leuphana University research portal record, which prints it entire; full text not read] Feuss, S., Fischer-Kreer, D., Majer, J., Kemper, J., & Brettel, M. (2022). 'The interplay of eco-labels and price cues: Empirical evidence from a large-scale field experiment in an online fashion store.' Journal of Cleaner Production, 373, 133707. doi:10.1016/j.jclepro.2022.133707. The largest real-money field evidence on green labelling available and the article's best answer to the label question. In their words: 'Based on 58,000 actual purchase decisions from a large-scale field experiment, the results indicate a beneficial effect of eco-labels on consumer purchases and that higher price premiums can even reinforce the positive effect of eco-labels. The empirical findings also suggest that discounts only increase purchases for eco-labeled products in combination with high price premiums, but not with low price premiums.' THREE CAUTIONS, EACH LOAD-BEARING: this is an eco-label on clothing in an online store and not a recyclability claim on packaging, and the article must not slide between the two; no effect size, baseline conversion rate or confidence interval is in the abstract and the full text was not read, so the article may say the label raised purchases and may not say by how much; and the price-premium interaction is the same shape as the cost condition in article 46, which gets one clause and a link and no more.
Written from the aBSTRACT READ IN FULL at the Leuphana University research portal record, which prints it entire; full text not read.
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Feuss, S., Fischer-Kreer, D., Majer, J., Kemper, J., & Brettel, M. (2022). The interplay of eco-labels and price cues: Empirical evidence from a large-scale field experiment in an online fashion store. Journal of Cleaner Production, 373, 133707. doi:10.1016/j.jclepro.2022.133707