11-06-2014, 04:22 PM
The Influence of Eco-Labeling on Consumer Behavior
ABSTRACT
The main
objective of this study was to assess the relative importance of the labeling in Packaging
compared to other product attributes (like brand, price, etc.) for consumers’ buying
decisions. The methodological approach that they chose was discrete choice analysis, which
is particularly powerful for this kind of analysis. Further this study attempts to analyze if the
importance of the labeling and packaging differs between product groups. They surveyed a
total of 302 customers; Two thirds of the interviews were conducted in the Germanspeaking.
The Variables chose within this study are , present mood, time, buying purpose
With regard to sustainability marketing, Time. The most important result of analysis is the
significant willingness to pay for Packaging energy efficient products.