HOW ARE BRANDS AFFECTED BY THE USE OF FOOD ECO-LABELS? REVISITING BRAND IMAGE AND PURCHASE INTENTIONS
(R2023-117186)

AUTHORS

Daniela Langaro, Instituto Universitário de Lisboa ISCTE-IUL, Businesss Researh Unit (BRU), Lisbon; Mariana Brantuas, ISCTE IUL

ABSTRACT

This paper explores the role of brand image and familiarity on Eco-labelling ability to generate green behaviours among consumers. A survey with 392 consumers was conducted. Results show that Eco-labels can drive purchase intentions of green products since they add positive associations to brands, favourably influencing the brand image. Familiarity with the Eco-label moderates the results.