Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR

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Abstract

In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands' corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypotheses for a newly introduced detergent brand with an ecolabel vs. without one for high and low brand CSR levels. The experiment was conducted among 304 participants. Our results show that the ecolabel of the detergent can indeed trigger quality concerns. These quality concerns are reduced for brands high in CSR. This suggests that a brand's sustained commitment to sustainability is important in overcoming negative effects of sustainability claims on product quality.

Original languageEnglish
Article number3711
Number of pages8
JournalSustainability
Volume12
Issue number9
DOIs
Publication statusPublished - May-2020

Keywords

  • sustainability
  • corporate social responsibility
  • product quality
  • CORPORATE SOCIAL-RESPONSIBILITY
  • IMPACT

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