Skip to main content
SpringerLink
Log in

The Positive Side of Negative Labelling

  • Published:
Journal of Consumer Policy Aims and scope Submit manuscript

Abstract

Ethical labels signal positive ethical quality of a product but fail to create massive demand for such products. Based on regulatory focus theory and prospect theory, it is argued that negative signalling of low ethical quality would have a stronger effect on the adoption of ethical products than the current positive signalling of high ethical quality. The effect of positive versus negative signalling of high versus low ethical quality on attitude and preference formation is tested in three experimental studies (N = 81; N = 170; N = 177). Results show (1) that negative labelling has more effect on attitude and preference than positive labelling, (2) that the effect of labelling is enhanced by regulatory fit, and (3) that the effect of labelling is mediated by personal norms. No evidence of either mediation or moderation by environmental concern was found.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6

Similar content being viewed by others

References

  • Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1–10.

    Article  Google Scholar 

  • Barden, J., & Petty, R. E. (2008). The mere perception of elaboration creates attitude certainty: exploring the thoughtfulness heuristic. Journal of Personality and Social Psychology, 95(3), 489–509.

    Article  Google Scholar 

  • Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323–370.

    Article  Google Scholar 

  • Ben Youssef, A., & Abderrazak, C. (2009). Multiplicity of eco-labels, competition, and the environment. Journal of Agricultural and Food Industrial Organization, 7(2), 1–24.

    Article  Google Scholar 

  • Biel, A., & Thøgersen, J. (2007). Activation of social norms in social dilemmas: a review of the evidence and reflections on the implications for environmental behaviour. Journal of Economic Psychology, 28(1), 93–112.

    Article  Google Scholar 

  • Bougherara, D., & Combris, P. (2009). Eco-labelled food products: what are consumers paying for? European Review of Agricultural Economics, 36(3), 321–341.

    Article  Google Scholar 

  • Bougherara, D., & Piguet, V. (2009). Market behavior with environmental quality information costs. Journal of Agricultural and Food Industrial Organization, 7(2), Article 8.

  • Buckley, R. (2013). Sustainability: three reasons for eco-label failure. Nature, 500(7461), 151.

    Article  Google Scholar 

  • Carver, C. S., Reynolds, S. L., & Scheier, M. F. (1994). The possible selves of optimists and pessimists. Journal of Research in Personality, 28(2), 133–141.

    Article  Google Scholar 

  • Chatterjee, S., Kang, Y. S., & Mishra, D. P. (2005). Market signals and relative preference: the moderating effects of conflicting information, decision focus, and need for cognition. Journal of Business Research, 58(10), 1362–1370.

    Article  Google Scholar 

  • Claudy, M. C., Peterson, M., & O’Driscoll, A. (2013). Understanding the attitude-behavior gap for renewable energy systems using behavioral reasoning theory. Journal of Macromarketing, 33(4), 273–287.

    Article  Google Scholar 

  • Costa, S., Ibanez, L., Loureiro, M. L., & Marette, S. (2009). Quality promotion through eco-labeling: introduction to the special issue. Journal of Agricultural and Food Industrial Organization, 7(2), 1–13.

    Article  Google Scholar 

  • Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes, 69(2), 117–132.

    Article  Google Scholar 

  • Daugbjerg, C., Smed, S., Andersen, L. M., & Schvartzman, Y. (2014). Improving eco-labelling as an environmental policy instrument: knowledge, trust and organic consumption. Journal of Environmental Policy and Planning , 16(4), 559–575.

  • De Cremer, D., Mayer, D. M., van Dijke, M., Schouten, B. C., & Bardes, M. (2009). When does self-sacrificial leadership motivate prosocial behavior? It depends on followers’ prevention focus. Journal of Applied Psychology, 94(4), 887–899.

    Article  Google Scholar 

  • Friedman, R. S., & Forster, J. (2000). The effects of approach and avoidance motor actions on the elements of creative insight. Journal of Personality and Social Psychology, 79(4), 477–492.

    Article  Google Scholar 

  • Friedman, R. S., & Forster, J. (2001). The effects of promotion and prevention cues on creativity. Journal of Personality and Social Psychology, 81(6), 1001–1013.

    Article  Google Scholar 

  • Fujita, K., Eyal, T., Chaiken, S., Trope, Y., & Liberman, N. (2008). Influencing attitudes toward near and distant objects. Journal of Experimental Social Psychology, 44(3), 562–572.

    Article  Google Scholar 

  • Gärling, T. (1999). Value priorities, social value orientations and cooperation in social dilemmas. British Journal of Social Psychology, 38(4), 397–408.

    Article  Google Scholar 

  • Gärling, T., Fujii, S., Gärling, A., & Jakobsson, C. (2003). Moderating effects of social value orientation on determinants of proenvironmental behavior intention. Journal of Environmental Psychology, 23(1), 1–9.

    Article  Google Scholar 

  • Grankvist, G., & Biel, A. (2007). The impact of environmental information on professional purchasers’ choice of products. Business Strategy and the Environment, 16(6), 421–429.

    Article  Google Scholar 

  • Grankvist, G., Dahlstrand, U., & Biel, A. (2004). The impact of environmental labelling on consumer preference: negative vs positive labels. Journal of Consumer Policy, 27(2), 213–230.

    Article  Google Scholar 

  • Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392–404.

    Article  Google Scholar 

  • Heinzle, S. L., & Wüstenhagen, R. (2012). Dynamic adjustment of eco-labeling schemes and consumer choice—The revision of the EU energy label as a missed opportunity? Business Strategy and the Environment, 21(1), 60–70.

  • Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.

    Article  Google Scholar 

  • Higgins, E. T. (2005). Value from regulatory fit. Current Directions in Psychological Science, 14(4), 209–213.

    Article  Google Scholar 

  • Higgins, E. T., Roney, C. J. R., Crowe, E., & Hymes, C. (1994). Ideal versus ought predilections for approach and avoidance—Distinct self-regulatory systems. Journal of Personality and Social Psychology, 66(2), 276–286.

  • Hussain, S. S. (2000). Green consumerism and ecolabelling: a strategic behavioural model. Journal of Agricultural Economics, 51(1), 77–89.

    Article  Google Scholar 

  • Idson, L. C., Liberman, N., & Higgins, E. T. (2000). Distinguishing gains from nonlosses and losses from nongains: a regulatory focus perspective on hedonic intensity. Journal of Experimental Social Psychology, 36(3), 252–274.

    Article  Google Scholar 

  • Kahneman, D., & Tversky, A. (1979). Prospect theory—Analysis of decision under risk. Econometrica, 47(2), 263–291.

  • Kivetz, R., & Simonson, I. (2000). The effects of incomplete information on consumer choice. Journal of Marketing Research, 37(4), 427–448.

  • Lindenberg, S., & Steg, L. (2007). Normative, gain and hedonic goal frames guiding environmental behavior. Journal of Social Issues, 63(1), 117–137.

    Article  Google Scholar 

  • Lockwood, P., Jordan, C. H., & Kunda, Z. (2002). Motivation by positive or negative role models: regulatory focus determines who will best inspire us. Journal of Personality and Social Psychology, 83(4), 854–864.

    Article  Google Scholar 

  • Mason, C. F. (2009). Certification of socially responsible behavior: eco-labels and fair-trade coffee. Journal of Agricultural and Food Industrial Organization, 7(2), 1–21.

  • Meißner, M., Heinzle, S. L., & Decker, R. (2013). Not worth the extra cost? Diluting the differentiation ability of highly rated products by altering the meaning of rating scale levels. Journal of Consumer Behaviour, 12(3), 223–231.

    Article  Google Scholar 

  • Mittal, V., Ross, W. T., Jr., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33–47.

    Article  Google Scholar 

  • Myers, J. H., & Alpert, M. I. (1968). Determinant buying attitudes: meaning and measurement. Journal of Marketing, 32(4), 13–20.

  • Newton, P., & Meyer, D. (2013). Exploring the attitudes-action gap in household resource consumption: does “Environmental Lifestyle” segmentation align with consumer behaviour? Sustainability (Switzerland), 5(3), 1211–1233.

    Article  Google Scholar 

  • Ölander, F., & Thøgersen, J. (2014). Informing versus nudging in environmental policy. Journal of Consumer Policy, 37(3), 341–356.

  • Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606–625.

    Article  Google Scholar 

  • Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503–518.

    Article  Google Scholar 

  • Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 11(5), 285–297.

    Article  Google Scholar 

  • Ritchie, B., McDougall, G., & Claxton, J. (1981). Complexities of household energy consumption and conservation. Journal of Consumer Research, 8(3), 233–242.

    Article  Google Scholar 

  • Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79–89.

    Article  Google Scholar 

  • Rozin, P., & Royzman, E. B. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296–320.

    Article  Google Scholar 

  • Sammer, K., & Wüstenhagen, R. (2006). The influence of eco-labelling on consumer behaviour—Results of a discrete choice analysis for washing machines. Business Strategy and the Environment, 15(3), 185–199.

  • Sirieix, L., Kledal, P. R., & Sulitang, T. (2011). Organic food consumers’ trade-offs between local or imported, conventional or organic products: a qualitative study in Shanghai. International Journal of Consumer Studies, 35(6), 670–678.

    Article  Google Scholar 

  • Slovic, P., & MacPhillamy, D. (1974). Dimensional commensurability and cue utilization in comparative judgment. Organizational Behavior and Human Performance, 11(2), 172–194.

  • Stern, P. C. (2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407–424.

    Article  Google Scholar 

  • Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: the case of environmentalism. Human Ecology Review, 6(2), 81–97.

    Google Scholar 

  • Stewart, A. M., & Craig, J. L. (2000). Predicting pro-environmental attitudes and behaviors: a model and a test. Journal of Environmental Systems, 28(4), 293–317.

    Article  Google Scholar 

  • Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2013). Why eco-labels can be Effective marketing tools: evidence from a study on Italian consumers. Business Strategy and the Environment.

  • Thøgersen, J. (2000). Psychological determinants of paying attention to eco-labels in purchase decisions: model development and multinational validation. Journal of Consumer Policy, 23(3), 285–313.

    Article  Google Scholar 

  • Thøgersen, J. (2009). The motivational roots of norms for environmentally responsible behavior. Basic and Applied Social Psychology, 31(4), 348–362.

    Article  Google Scholar 

  • Thøgersen, J. (2010). Country differences in sustainable consumption: the case of organic food. Journal of Macromarketing, 30(2), 171–185.

    Article  Google Scholar 

  • Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice—A reference-dependent model. Quarterly Journal of Economics, 106(4), 1039–1061.

  • Uusitalo, L. (1990). Are environmental attitudes and behavior inconsistent? Findings from a Finnish study. Scandinavian Political Studies, 13(2), 211–226.

    Article  Google Scholar 

  • Valkila, N., & Saari, A. (2013). Attitude-behaviour gap in energy issues: case study of three different Finnish residential areas. Energy for Sustainable Development, 17(1), 24–34.

    Article  Google Scholar 

  • Van Dam, Y. K., & Van Trijp, H. C. M. (2011). Cognitive and motivational structure of sustainability. Journal of Economic Psychology, 32(10), 726–741.

    Google Scholar 

  • Van Dam, Y. K., & Van Trijp, H. C. M. (2013). Relevant or determinant: importance in certified sustainable food consumption. Food Quality and Preference, 30(2), 93–101.

  • van der Iest, H., Dijkstra, J., & Stokman, F. N. (2011). Not ‘just the two of us’: third party externalities of social dilemmas. Rationality and Society, 23(3), 347–370.

    Article  Google Scholar 

  • van Kleef, E. (2006). Consumer research in the early stages of new product development: issues and applications in the food domain. Unpublished PhD thesis, Wageningen, Wageningen University, Wageningen.

  • Verhallen, T. M. M., & Van Raaij, W. F. (1981). Household behavior and the use of natural gas for home heating. Journal of Consumer Research, 8(3), 253–257.

    Article  Google Scholar 

  • Vining, J., & Ebreo, A. (1992). Predicting recycling behavior from global and specific environmental attitudes and changes in recycling opportunities. Journal of Applied Social Psychology, 22(20), 1580–1607.

    Article  Google Scholar 

  • Webster, F. E. J. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2(3), 188–196.

    Article  Google Scholar 

  • Wheeler, S. C., Petty, R. E., & Bizer, G. Y. (2005). Self-schema matching and attitude change: situational and dispositional determinants of message elaboration. Journal of Consumer Research, 31(4), 787–797.

    Article  Google Scholar 

  • White, K., & Peloza, J. (2009). Self-benefit versus other-benefit marketing appeals: their effectiveness in generating charitable support. Journal of Marketing, 73(4), 109–124.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing and Consumer Behaviour Group, Wageningen University, Wageningen, The Netherlands

    Ynte K. Van Dam & Janneke De Jonge

Authors
  1. Ynte K. Van Dam
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Janneke De Jonge
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ynte K. Van Dam.

Appendix: Regulatory Focus Scale

Appendix: Regulatory Focus Scale

Promotion Items

I frequently imagine how I will achieve my hopes and aspirations.

I see myself as someone who is primarily striving to reach my “ideal self.”

In general, I am focused on achieving positive outcomes in my life.

Overall, I am more oriented toward achieving success than preventing failure.

I typically focus on the success I hope to achieve in the future.

Prevention Items

In general, I am focused on preventing negative events in my life.

I frequently think about how I can prevent failures in my life.

I often imagine myself experiencing bad things that I fear might happen to me.

I am anxious that I will fall short of my responsibilities and obligations.

I see myself as someone who is primarily striving to become the self I “ought” to be.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Van Dam, Y.K., De Jonge, J. The Positive Side of Negative Labelling. J Consum Policy 38, 19–38 (2015). https://doi.org/10.1007/s10603-014-9274-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10603-014-9274-0

Keywords

Search

Navigation