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- W4293317534 abstract "Even though eco-labels are a promising means to support consumers in making sustainable choices, insights into the effectiveness of eco-labels in combination with conventional marketing tools are scarce. This field study (a) investigates the effect of eco-labels on consumers' actual purchase behavior in an online fashion store, (b) examines the moderating role of price premiums, and (c) reveals a three-way interaction between eco-labels, price premiums, and discounts. Based on 58,000 actual purchase decisions from a large-scale field experiment, the results indicate a beneficial effect of eco-labels on consumer purchases and that higher price premiums can even reinforce the positive effect of eco-labels. The empirical findings also suggest that discounts only increase purchases for eco-labeled products in combination with high price premiums, but not with low price premiums. The present study has important implications for research on eco-labels and their interplay with other marketing cues and provides valuable guidance to marketers and policymakers on how to price eco-labeled products." @default.
- W4293317534 created "2022-08-27" @default.
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- W4293317534 date "2022-11-01" @default.
- W4293317534 modified "2023-10-18" @default.
- W4293317534 title "The interplay of eco-labels and price cues: Empirical evidence from a large-scale field experiment in an online fashion store" @default.
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- W4293317534 doi "https://doi.org/10.1016/j.jclepro.2022.133707" @default.
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