The Brand Value of Eco-labels: How eco-labelling as a consumer oriented CSR communicational tool influence Danish consumers’ attitude and perception of an apparel company’s corporate brand

Morten Køhler Hansen

Student thesis: Master thesis

Abstract

Executive summary Title: The brand value of eco-labels Sub-title: How eco-labelling as a consumer oriented CSR communicational tool influence Danish consumers’ attitude and perception of an apparel company’s corporate brand. Background: The background of this master thesis is based on the fact that environmental concerns are rising among consumers, and companies are increasingly adopting Corporate Social Responsibility (CSR) practices to meet their stakeholders’ expectations. In relation to this, a recent research study highlights that Danish consumers “(…) have started to look at certification symbols when buying clothes” (Euromonitor CLD, 2014: 30). In continuation hereof, a study has found that the most important motive among several Danish companies (including textile) for adopting an eco-­‐label was to improve their corporate brand image (Pedersen & Neergaard, 2007). Objective: The background leads to the objective of the thesis, which was to investigate: How eco-­‐ labelling as a consumer oriented corporate social responsibility communication tool influence Danish consumers’ attitude and perception of an apparel company’s corporate brand. Method: Third-­‐party and self-­‐declared eco-­‐labels influence on the apparel brands Nike & H&M was investigated through a series of in-­‐depth interviews examining a demographical broad and varied group of respondents, representative for the average Danish consumer, based on brand image and CSR communication theories. Findings: The main finding of the research study reveals that eco-­‐labelling overall has a positive influence on consumers’ attitude and perception of an apparel company’s corporate brand image. However, by answering the outlined sub-­‐questions a series of interdependent variables, which influence this finding, was revealed. Managerial implications: From the findings three main recommendations was retrieved and outlined to how apparel brands can work strategically with eco-­‐labels. The first recommendation is the need for additional communicating activities when implementing an eco-­‐label. The second recommendation outlines the opportunities and challenges for both self-­‐declared and third-­‐party eco-­‐labels. The Third recommendation argues how apparel brands must evaluate their needed level of CSR compliance.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2015
Number of pages219