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The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel

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Abstract

This study investigates the influence of country-of-origin ecological image on the evaluation of ecolabelled products. Based on two experiments involving French consumers, the authors show that the mention of a country of origin with a favourable ecological image has no effect on the evaluation of an ecolabelled product (Studies 1 and 2). However, the mention of a country with an unfavourable ecological image negatively influences the product’s evaluation, especially when there is no information about the brand (Study 1). This effect is moderated by the level of confidence towards the product’s country-of-origin. The authors consequently draw some business and academic implications from their findings.

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Notes

  1. A Design forum, organised by the Chamber of Commerce and Industry in Strasbourg, gave us an opportunity to form a convenience sample. The respondents were questioned as soon as they entered the exhibition hall so as to avoid any possible bias linked to the information exhibited, especially as there were some eco-designed products on show.

  2. Posterior analyses of the selection criteria confirmed the assumption that brand was not an important attribute in the choice of washing up liquid. The most important selection criteria were price, the wording ‘adapted to normal and sensitive skins’, the fragrance and the ecolabels. Brand and packaging were less important selection criteria.

  3. A visit to several points of sale enabled us to define the lower and upper levels of the price scale.

  4. Posterior analysis of selection criteria confirmed that brand is an important factor in the case of a TV set. It comes before the European ecolabel and country of origin.

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Authors and Affiliations

  1. HuManiS (EA 1347), Humans and Management in Society, EM Strasbourg Business School, University of Strasbourg, Strasbourg, France

    Sihem Dekhili

  2. IPAG Business School Paris, Paris, France

    Mohamed Akli Achabou

Authors
  1. Sihem Dekhili
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  2. Mohamed Akli Achabou
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Correspondence to Sihem Dekhili.

Appendices

Appendix 1

See Table 7.

Table 7 Characteristics of respondents who participated to the qualitative study
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Appendix 2

See Table 8.

Table 8 World ranking of a selection of European countries on the basis of social and environmental standards
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Appendix 3: Labels shown to the respondents in Study 1 (washing up liquid case)

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Appendix 4: Labels shown to the respondents in Study 2 (TV set case)

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Dekhili, S., Achabou, M.A. The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel. J Bus Ethics 131, 89–106 (2015). https://doi.org/10.1007/s10551-014-2261-1

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