Certification Seals. The more, the better, or too much of a good thing?

Table of Contents

• Preface
• Executive Summary
• 1. Introduction
• 1.1 The dilemma of brand managers
• 1.2 Research objective
• 1.3 Research relevance
• 1.3.1 Academic relevance
• 1.3.2 Managerial relevance
• 1.4 Research outline
• 2. Theoretical background
• 2.1 The role of certification seals as signals
• 2.2 The impact of multiple certification seals
• 2.2.1 The effect on purchase intention and willingness to pay
• 2.2.2 The mediating role of product quality perception
• 2.2.3 The mediating role of manufacturer conscientiousness perception
• 2.3 The impact of a product benefit claim
• 2.3.1 The effect on purchase intention and willingness to pay
• 2.3.2 The mediating role of product quality perception
• 2.3.3 The mediating role of manufacturer conscientiousness perception
• 2.4 The combined impact of multiple certification seals and a product benefit claim
• 2.4.1 The effect on purchase intention and willingness to pay
• 2.4.2 The mediating role of product quality perception
• 2.4.3 The mediating role of manufacturer conscientiousness perception
• 3. Methodology
• 3.1 Research method and general research design
• 3.2 Pre-test
• 3.2.1 Determination of research stimuli
• 3.2.2 Data collection pre-test
• 3.2.3 Pre-test results

Objectives and Key Themes

This master thesis explores the influence of the number of certification seals on consumer purchase intention and willingness to pay for food products. The study seeks to identify the optimal number of seals and level of claim pretentiousness that maximize purchase intention and willingness to pay. It also aims to understand the underlying thought processes that lead to these outcomes. The study investigates the role of consumers' perception of product quality and manufacturer conscientiousness in the decision-making process.

• The impact of multiple certification seals on consumer behaviour
• The role of product quality perception in influencing purchase intention
• The significance of manufacturer conscientiousness perception in consumer decision making
• The influence of benefit claim pretentiousness on purchase intentions
• The combined effect of certification seals and benefit claim pretentiousness on purchase intentions

Chapter Summaries

The introduction outlines the dilemma faced by brand managers regarding the effectiveness of certification seals. The research objective is to investigate the impact of multiple certification seals on consumer purchase intention and willingness to pay. The academic and managerial relevance of the study are discussed, and the research outline is presented.

Chapter 2 delves into the theoretical background, exploring the role of certification seals as signals and their impact on purchase intention and willingness to pay. The chapter examines the mediating roles of product quality perception and manufacturer conscientiousness perception in the relationship between certification seals and consumer behaviour. It further analyzes the impact of product benefit claims, including their effect on purchase intention, willingness to pay, and the mediating roles of product quality perception and manufacturer conscientiousness perception.

Chapter 3 discusses the methodology employed in the research, including the research method, general research design, and the pre-test conducted to determine research stimuli and collect data.

Keywords

The core keywords and concepts explored in this study include certification seals, benefit claim, signalling, consumer decision process, purchase intention, willingness to pay, product quality perception, and manufacturer conscientiousness perception. The study focuses on understanding how these factors influence consumer behaviour in the context of food product purchasing.