Larceneux, Fabrice; Benoît-Moreau, Florence; Renaudin, … - Université Paris-Dauphine (Paris IX) - 2012
= 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information … in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears … less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly …