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| Author: | Thogersen, J. Haugaard, P. Olesen, A. |
| Title: | Consumer responses to ecolabels |
| Journal: | European Journal of Marketing
2010 : VOL 44:11/12 |
| Index terms: | consumer behaviour innovation regression analysis ecology Denmark |
| Language: | eng |
| Abstract: | The paper develops a framework designed to enhance the understanding of consumer responses to ecolabeling, and applies it in the context of adopting a new ecolabel of sustainable fishery in Denmark. The results suggest that the early adopters use a high effort adoption process in the case of a new ecolabel. The starting of the adoption process is dependent on motivation and ability. Furthermore, motivation, trust in the organization and experience with ecolabels seem to speed up the adoption process. |
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