22nd Annual Meeting of the International Association for Business and Society - IABS 2011, Bath (United Kingdom). 24-26 June 2011
Summary:
Information asymmetries are regarded as the main obstacle for consumers to buy responsibly. CSR labels are considered the best tool to give consumers information about the brand´s social and environmental performance. Yet, the information and credibility gap associated to the labels may render labels useless. This study aims to unveil the relationship of Spanish consumers with CSR labels, in order to assess the posited consequences of the information and credibility gap. To do so, 385 consumers were interviewed at the main shopping centers in Madrid. The findings support the hypothesized gaps, which leads to recommend public policies in order to improve the effectiveness of CSR labels as an information tool.
Keywords: responsible consumption; CSR labels; cognitive obstacles; informationprocessing model; Spain.
Publication date: 2011-06-24.
Citation:
I. Carrero, C. Valor, Slaves of market information: the relationship between Spanish consumers and CSR labels, 22nd Annual Meeting of the International Association for Business and Society - IABS 2011, Bath (United Kingdom). 24-26 June 2011.
