Slaves of Market Information

Proceedings of the International Association for Business and Society 22:352-363 (2011)
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Information asymmetries are regarded as the main obstacle for consumers to buy responsibly. CSR labels are considered the best tool to give consumers information about the brand's social and environmental performance. Yet, the information and credibility gap associated to the labels may render labels useless. This study aims to unveil the relationship of Spanish consumers with CSR labels, in order to assess the posited consequences of the information and credibility gap. To do so, 385 consumers were interviewed at the main shopping centers in Madrid. The findings support the hypothesized gaps, which leads to recommend public policies in order to improve the effectiveness of CSR labels as an information tool.



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