Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products

With crises like climate change and degradation of the earth’s natural habitats, human consumption needs to become more sustainable to decrease humanity’s environmental footprint. Fostering sustainable consumer behavior by enabling consumers to make an informed choice for sustainable products is vit...

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Autores principales:	Laura Therese Heinl, Anna Baatz, Markus Beckmann, Peter Wehnert
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	sustainable cross-sector cooperation co-branding sustainable food sector Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/2743c9ccd0fd4caaa698fb3bcd160f43
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spelling	oai:doaj.org-article:2743c9ccd0fd4caaa698fb3bcd160f432021-11-25T19:04:12ZInvestigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products10.3390/su1322127612071-1050https://doaj.org/article/2743c9ccd0fd4caaa698fb3bcd160f432021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12761https://doaj.org/toc/2071-1050With crises like climate change and degradation of the earth’s natural habitats, human consumption needs to become more sustainable to decrease humanity’s environmental footprint. Fostering sustainable consumer behavior by enabling consumers to make an informed choice for sustainable products is vital in changing human consumption for the better. To optimize consumers’ perception of sustainable products, companies can establish partnerships with environmental non-governmental organizations (NGOs). In practice, retailers and NGOs can engage in NGO–firm co-branding of sustainable products. Yet, little is known about the impact of this NGO–firm co-branding on consumer perception. We fill this gap based on a 2 × 2 × 2 experimental study. We test consumers’ trust, product and brand perception of co-branded sustainable products. Our study finds that NGO–firm co-branding has a significant positive effect on all the above. The effect is moderated by familiarity with the co-branding partnership and consumer attitudes. We discuss how those NGO–firm partnerships can be a useful tool to guide customers to more sustainable consumption choices. The results are discussed in light of sustainability communication and cross-sector partnership theory. We offer important insights for consumer perspectives on sustainability communication, business engagement of NGO–firm partnerships and develop future research ideas for consumer behaviour.Laura Therese HeinlAnna BaatzMarkus BeckmannPeter WehnertMDPI AGarticlesustainable cross-sector cooperationco-brandingsustainable food sectorEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12761, p 12761 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	sustainable cross-sector cooperation co-branding sustainable food sector Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	sustainable cross-sector cooperation co-branding sustainable food sector Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Laura Therese Heinl Anna Baatz Markus Beckmann Peter Wehnert Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
description	With crises like climate change and degradation of the earth’s natural habitats, human consumption needs to become more sustainable to decrease humanity’s environmental footprint. Fostering sustainable consumer behavior by enabling consumers to make an informed choice for sustainable products is vital in changing human consumption for the better. To optimize consumers’ perception of sustainable products, companies can establish partnerships with environmental non-governmental organizations (NGOs). In practice, retailers and NGOs can engage in NGO–firm co-branding of sustainable products. Yet, little is known about the impact of this NGO–firm co-branding on consumer perception. We fill this gap based on a 2 × 2 × 2 experimental study. We test consumers’ trust, product and brand perception of co-branded sustainable products. Our study finds that NGO–firm co-branding has a significant positive effect on all the above. The effect is moderated by familiarity with the co-branding partnership and consumer attitudes. We discuss how those NGO–firm partnerships can be a useful tool to guide customers to more sustainable consumption choices. The results are discussed in light of sustainability communication and cross-sector partnership theory. We offer important insights for consumer perspectives on sustainability communication, business engagement of NGO–firm partnerships and develop future research ideas for consumer behaviour.
format	article
author	Laura Therese Heinl Anna Baatz Markus Beckmann Peter Wehnert
author_facet	Laura Therese Heinl Anna Baatz Markus Beckmann Peter Wehnert
author_sort	Laura Therese Heinl
title	Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
title_short	Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
title_full	Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
title_fullStr	Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
title_full_unstemmed	Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products
title_sort	investigating sustainable ngo–firm partnerships: an experimental study of consumer perception of co-branded products
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/2743c9ccd0fd4caaa698fb3bcd160f43
work_keys_str_mv	AT laurathereseheinl investigatingsustainablengofirmpartnershipsanexperimentalstudyofconsumerperceptionofcobrandedproducts AT annabaatz investigatingsustainablengofirmpartnershipsanexperimentalstudyofconsumerperceptionofcobrandedproducts AT markusbeckmann investigatingsustainablengofirmpartnershipsanexperimentalstudyofconsumerperceptionofcobrandedproducts AT peterwehnert investigatingsustainablengofirmpartnershipsanexperimentalstudyofconsumerperceptionofcobrandedproducts
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Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products

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