@article{2020:grppelklein:do_sustain,
title = {Do Sustainability Labels Reinforce Health Claims - And Vice Versa?},
year = {2020},
note = {Health has become a crucial advertising factor for food producers and
retailers. Firms can now use health claims as effective tools to
differentiate their products. However, several critical issues impact
the efficiency of such health claims. In this study we investigate
whether a co-labelling strategy might enhance the impact of health
claims by combining the claim with a reinforcing element (“strong
partner”), namely a sustainability label. The most common
sustainability labels are the organic and the fair-trade label. Our
findings show that combining a health claim with a sustainability
label does indeed increase the credibility of the health claim, which
then helps convey the product’s health message – although we find
that this only applies to co-labelling with an organic label. At the
same time, the organic label benefits from co-labelling with the
health claim, and itself then becomes more credible.},
journal = {Marketing ZFP},
pages = {3--18},
author = {Gröppel-Klein, Andrea and Franke, Claudia and Spilski, Anja},
volume = {42},
number = {2}
}