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Author

Fabrice Larceneux

Other affiliations: HEC Paris, PSL Research University
Bio: Fabrice Larceneux is an academic researcher from Paris Dauphine University. The author has contributed to research in topics: Brand equity & Greenwashing. The author has an hindex of 11, co-authored 63 publications receiving 1219 citations. Previous affiliations of Fabrice Larceneux include HEC Paris & PSL Research University.


Papers
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Journal ArticleDOI
TL;DR: In this paper, the authors investigate the role of independent sustainability ratings on consumers' responses to companies' corporate social responsibility (CSR) communication and find that consumers infer less intrinsic motives by the brand.
Abstract: Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion encourages ‘greenwashing’ and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’ CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter ‘greenwashing’ and encourage virtuous firms to persevere in their CSR practices.

451 citations

Posted Content
TL;DR: In this paper, the authors investigate the role of independent sustainability ratings on consumers' responses to corporate social responsibility (CSR) communication and find that consumers infer less intrinsic motives by the brand.
Abstract: Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

391 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the moderating effect of the brand on organic label effects and found that, depending on brand equity, the marginal effect of organic labeling information in terms of perceived product quality varies.
Abstract: An organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed.

131 citations

Posted Content
01 Jan 2008
TL;DR: In this paper, the authors explore the decision-making process of consumers when faced with food products that have values-based labels and explore the impact of a label of origin guaranteed by the European Union, the Protected Geographic Indications (PGI) label.
Abstract: The objective of this research is to explore the decision-making process of consumers when faced with food products that have values-based labels. An experimental methodology was used to test the impact of a label of origin guaranteed by the European Union, the Protected Geographic Indications (PGI) label. The reactions of French consumers to photographs of two food products were investigated with four different presentations: without a specific label, with a simple regional label, with both a regional label and the PGI label, and finally, with the previous two labels along with an explanation of the nature of the PGI label. It was found that the impact on overall quality and purchase intention emerged only when the relatively unrecognized PGI label was explained to consumers, thus highlighting the importance of building awareness of a values-based label. When it was explained, however, the values-based label was shown to operate as an effective market signal that generated both descriptive and inferential beliefs in relation to the products bearing the label. These beliefs in turn explained consumers’ perception of overall quality and influenced purchasing intention. By investigating the dimensions of label equity and by explaining the mechanism whereby values-based labels are perceived by consumers, this research offers firms a methodology for improving the commercial viability of values-based labelling schemes. Policymakers can also benefit from these insights to develop clearer understanding of how labels are actually interpreted by consumers. Finally, consumers – individually and collectively – will be better served by labelling schemes that incorporate an understanding of their perspective.

53 citations

Journal ArticleDOI
TL;DR: It was found that the impact on overall quality and purchase intention emerged only when the relatively unrecognized PGI label was explained to consumers, thus highlighting the importance of building awareness of a values-based label.
Abstract: The objective of this research is to explore the decision-making process of consumers when faced with food products that have values-based labels. An experimental methodology was used to test the impact of a label of origin guaranteed by the European Union, the Protected Geographic Indications (PGI) label. The reactions of French consumers to photographs of two food products were investigated with four different presentations: without a specific label, with a simple regional label, with both a regional label and the PGI label, and finally, with the previous two labels along with an explanation of the nature of the PGI label. It was found that the impact on overall quality and purchase intention emerged only when the relatively unrecognized PGI label was explained to consumers, thus highlighting the importance of building awareness of a values-based label. When it was explained, however, the values-based label was shown to operate as an effective market signal that generated both descriptive and inferential beliefs in relation to the products bearing the label. These beliefs in turn explained consumers’ perception of overall quality and influenced purchasing intention. By investigating the dimensions of label equity and by explaining the mechanism whereby values-based labels are perceived by consumers, this research offers firms a methodology for improving the commercial viability of values-based labelling schemes. Policymakers can also benefit from these insights to develop clearer understanding of how labels are actually interpreted by consumers. Finally, consumers – individually and collectively – will be better served by labelling schemes that incorporate an understanding of their perspective.

49 citations


Cited by
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01 Jan 2009

7,241 citations

01 Jan 2016

760 citations

Journal ArticleDOI
TL;DR: A review of the academic literature from marketing and behavioral science that exa... as mentioned in this paper highlights the important role of marketing in encouraging sustainable consumption, and presents a review of marketing and behavioural science literature that support sustainable consumption.
Abstract: Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that exa...

650 citations

Journal ArticleDOI
TL;DR: The authors proposed and tested a model that explains consumer skepticism toward the corporate social responsibility of grocery retailers and its influence on important consumer-related outcomes, finding that attributions of egoistic and stakeholder-driven motives elicit consumer skepticism towards CSR, while values-driven attributions inhibit skepticism.

563 citations

Journal ArticleDOI
TL;DR: In this paper, the influence of greenwash on green trust and the mediation roles of green consumer confusion and green perceived risk are discussed. But, the authors focus on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan, and the results show that greenwash is negatively related to green trust.
Abstract: The paper explores the influence of greenwash on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers’ green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust, they need to decrease their consumers’ green consumer confusion and green perceived risk.

539 citations