Launch of sustainability labels : Effects of linking sustainability to major drivers for choice
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- Master Thesis 
Many food producers improve the sustainability of their products and look for ways of communicating the improvement. One approach is to launch a new sustainability label. However, little is known about how to launch new sustainability labels effectively. We suggest that such labels should not be launched in isolation, but rather linked to major drivers for choice, such as taste, convenience, or healthiness. We tested this prediction across three categories with different levels of sustainability, using a 2 (label communicated separately vs linked to driver for choice) x 3 (sustainability level of category: high/medium/low) betweensubjects design. The results provided partial support for the hypothesis that linking sustainability labels to major drivers for choice is more effective than a stand-alone launch of labels. The effect seems to be independent of the sustainability level of the product category.