Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?

Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo ef...

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Autores principales:	Ana Lanero, José-Luis Vázquez, César Sahelices-Pinto
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	organic food third-party certified eco-labels halo effect source credibility quality inferences price inferences Chemical technology TP1-1185
Acceso en línea:	https://doaj.org/article/9dbbf34a38604ff6ba3e56a7bd45ec64
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spelling	oai:doaj.org-article:9dbbf34a38604ff6ba3e56a7bd45ec642021-11-25T17:31:54ZHalo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?10.3390/foods101125122304-8158https://doaj.org/article/9dbbf34a38604ff6ba3e56a7bd45ec642021-10-01T00:00:00Zhttps://www.mdpi.com/2304-8158/10/11/2512https://doaj.org/toc/2304-8158Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo effect and the source credibility bias in the interpretation of product attributes based on third-party certified labels. It is hypothesized that, regardless of their specific meaning, official labels lead consumers to infer higher environmental sustainability, quality and price of the product, due to the credibility attributed to the certifying entity. It also examines the extent to which providing the consumer with accurate labeling information helps prevent biased heuristic thinking. An experimental between-subject study was performed with a sample of 412 Spanish business students and data were analyzed using partial least squares. Findings revealed that consumers tend to infer environmental superiority and, consequently, higher quality in products identified by both organic and non-organic certified labels, due to their credibility. Label credibility was also associated with price inferences, to a greater extent than the meaning attributed to the label. Interestingly, providing accurate information did not avoid biased heuristic thinking in product evaluation.Ana LaneroJosé-Luis VázquezCésar Sahelices-PintoMDPI AGarticleorganic foodthird-party certified eco-labelshalo effectsource credibilityquality inferencesprice inferencesChemical technologyTP1-1185ENFoods, Vol 10, Iss 2512, p 2512 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	organic food third-party certified eco-labels halo effect source credibility quality inferences price inferences Chemical technology TP1-1185
spellingShingle	organic food third-party certified eco-labels halo effect source credibility quality inferences price inferences Chemical technology TP1-1185 Ana Lanero José-Luis Vázquez César Sahelices-Pinto Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
description	Despite the growing awareness of the need to promote the consumption of organic food, consumers have difficulties in correctly identifying it in the market, making frequent cognitive mistakes in the evaluation of products identified by sustainability labels and claims. This work analyzes the halo effect and the source credibility bias in the interpretation of product attributes based on third-party certified labels. It is hypothesized that, regardless of their specific meaning, official labels lead consumers to infer higher environmental sustainability, quality and price of the product, due to the credibility attributed to the certifying entity. It also examines the extent to which providing the consumer with accurate labeling information helps prevent biased heuristic thinking. An experimental between-subject study was performed with a sample of 412 Spanish business students and data were analyzed using partial least squares. Findings revealed that consumers tend to infer environmental superiority and, consequently, higher quality in products identified by both organic and non-organic certified labels, due to their credibility. Label credibility was also associated with price inferences, to a greater extent than the meaning attributed to the label. Interestingly, providing accurate information did not avoid biased heuristic thinking in product evaluation.
format	article
author	Ana Lanero José-Luis Vázquez César Sahelices-Pinto
author_facet	Ana Lanero José-Luis Vázquez César Sahelices-Pinto
author_sort	Ana Lanero
title	Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
title_short	Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
title_full	Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
title_fullStr	Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
title_full_unstemmed	Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?
title_sort	halo effect and source credibility in the evaluation of food products identified by third-party certified eco-labels: can information prevent biased inferences?
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/9dbbf34a38604ff6ba3e56a7bd45ec64
work_keys_str_mv	AT analanero haloeffectandsourcecredibilityintheevaluationoffoodproductsidentifiedbythirdpartycertifiedecolabelscaninformationpreventbiasedinferences AT joseluisvazquez haloeffectandsourcecredibilityintheevaluationoffoodproductsidentifiedbythirdpartycertifiedecolabelscaninformationpreventbiasedinferences AT cesarsahelicespinto haloeffectandsourcecredibilityintheevaluationoffoodproductsidentifiedbythirdpartycertifiedecolabelscaninformationpreventbiasedinferences
_version_	1718412242023612416

Halo Effect and Source Credibility in the Evaluation of Food Products Identified by Third-Party Certified Eco-Labels: Can Information Prevent Biased Inferences?

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