Abstract
The prevalence of labelling programmes is the part of sustainability concerns across the world. In the wake of rising social, environmental and health issues, an adequate managerial support is required to ensure labelling programmes to serve their purpose. The extant researches focussed primarily at investigating into various types of labelling programmes are lacking as they do not provide an insight into consumer assessment of product label and its role into various stages of decision-making. The present study, being the first of its kind, has been undertaken on an exploratory basis to address this research gap in the literature and finds that hedonistic experiences along with information reliability and verification of environmental claims hold significance for the way label perceptions effect consumer decision-making stages. In particular label perceptions have larger role to play in affecting the use of product labels at the purchase and use stage of consumer decision-making. The study holds significant theoretical and marketing implications for the practitioners.
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Sharma, K. (2017). Label Perceptions and Consumer Decision-Making: An Empirical Investigation. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_283
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DOI: https://doi.org/10.1007/978-3-319-47331-4_283
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