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The impact of multiple ecolabels on consumers in the food sector. The case of Little Green Box

Noël, Ofélia
(2021)

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Noël_52391500_2021.pdf
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Details

Supervisors
Swaen, Valérie
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The aim of this thesis is to study the impact of multiple ecolabels on the green brand image of a company in the food sector. In other words, we would like to know the role of an ecolabel in building a green brand image and whether the addition of an ecolabel can strengthen the green brand image from the consumer’s perspective. The case of multiple ecolabels is not widely discussed in the literature, but it catches our interest. We particularly study the impact of the combination of the ‘European organic’ label and the ‘CO2 neutral’ label in the specific case of a start-up, Little Green Box. The results of the empirical research show that the combination of these two ecolabels does not result in a more positive influence on consumers’ attitude towards the brand, the green brand image or the purchase intention than in the case of a single ecolabel.