Effects of displaying social enterprise certification information on consumers’ product evaluations and purchase intentions

Title
Effects of displaying social enterprise certification information on consumers’ product evaluations and purchase intentions
Author
김준용
Keywords
Social enterprise; certification effect; balance theory; halo effect; meaning transfer theory
Issue Date
2016-03
Publisher
한국마케팅과학회
Citation
Journal of Global Scholars of Marketing Science(마케팅과학연구), v. 26, No. 2, Page. 185-197
Abstract
This study examines how, in Korea, displaying the social enterprise certification logo and/or the information about the socially vulnerable employees affects consumers’ product evaluations and purchase intentions, especially when consumers have different general attitudes towards the vulnerable groups employed. The findings of an experiment showed that displaying the social certification logo on product labels always affected our participants’ purchase intentions for products positively, even when the label also disclosed the information that the product might be produced by employees who belong to socially vulnerable groups towards whom the participants had negative general attitudes. In addition, disclosing the information about the socially vulnerable groups the company hired affected the participants’ product purchase intentions in accordance with the valence of the attitudes the participants held towards the socially vulnerable groups. However, the participants’ evaluations of the product were not influenced by either the certification logo or the information about the employees.
URI
https://www.tandfonline.com/doi/full/10.1080/21639159.2016.1143154http://repository.hanyang.ac.kr/handle/20.500.11754/102190
ISSN
2163-9159; 2163-9167
DOI
10.1080/21639159.2016.1143154
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE