Adolescents’ perception of different beverages is more influenced by brands than by eco-labels – a quantitative study.
(R2023-117263)

AUTHORS

Florian Goller, Fachhochschule Wiener Neustadt, Campus Wieselburg; Julia Eisner, Fachhochschule Wiener Neustadt, Campus Wieselburg; Petra Dirnberger, Fachhochschule Wiener Neustadt, Campus Wieselburg; Robert Fina, Fachhochschule Wiener Neustadt, Campus Wieselburg

ABSTRACT

Assessing the efficacy of eco-label in adolescents has yielded mixed results in the previous literature. To shed more light on this issue, we collected ratings of the perceived taste and healthiness of different beverages from 158 adolescents. Crucially, we paired each beverage with different brands and different eco-labels. Overall, we found that adolescents can correctly identify different eco-labels. Perceived taste and healthiness of beverages are influenced by brand logos, yet the type of beverage plays an important moderating role. However, eco-labels seem to have little to no effect and this effect is not moderated by the type of beverages.