The impact of ethical logos on purchase intention: the mediating role of product social responsibility

Purpose This paper aims to better understand an increasingly prevalent practice whereby firms affix certified ethical logos (e.g. Fairtrade, 100% organic, Ecolab, etc.) to their products, leveraging perceived product social responsibility (PSR) to enhance purchase intention. Design/methodology/approach A between-subjects experiment was conducted among 484 French consumers, focusing on two brands of chocolate bars. Findings The study reveals a significant increase in purchase intentions when products feature an ethical logo, with PSR acting as a mediator. Additionally, three variables – logo equity, brand equity and the attribution of altruistic motivations to the brand – emerge as significant predictors of PSR in the presence of an ethical logo. Surprisingly, neither the fit between the brand and the logo nor the attribution of strategic motivations influence PSR. Moreover, the impact of PSR on purchase intention is found to be moderated by consumers’ moral identity. Research limitations/implications The research continues and deepens the work of Brown and Dacin (1997) by precisely defining and measuring PSR. In addition, its antecedents are identified, and it is shown that PSR is almost a complete mediator of the identified variables on purchase intention. This result demonstrates that the PSR construct provides both greater explanatory and predictive power than similar concepts and is therefore very useful. The research also contributes to a better understanding of ethical logos as a special kind of brand and sheds light on the complex mechanism of consumers’ attribution. Practical implications From a managerial perspective, this work contributes to explaining why, how and for which target it is relevant to certify consumer goods with ethical logos. Some guidelines on labeling strategy are thus provided. Originality/value This research contributes to the literature on labeling and social responsibility by delineating the concept of PSR, assessing its measurement and identifying its antecedents and consequences for purchase intention.