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The impact of ethical labeling on purchasing behavior in the chocolate market: an experimental study on consumers willingness to buy in Germany
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This Study investigates the influence of Price, emotional packaging, and ethical labeling on consumers’ Willingness to Buy Chocolate in Germany. Using an online within-subjects experiment (N = 184), conducted via Microsoft Forms, participants currently living in Germany
evaluated 12 systematically varied Chocolate bar images in a 3 (Price: low, medium, high) × 2 (Emotion: No Emotion vs. Emotion) × 2 (Label: No Label vs. Label) design. Three hypotheses were formulated and tested, using a Repeated Measures ANOVA and Linear Mixed Models, to
account for individual differences and interaction effects. The findings show that ethical labeling has a strong positive influence on Willingness to Buy and that integrating clear information about working conditions on Chocolate can help align everyday purchases with
social responsibility, even in a product category with low purchase commitment.
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Palavras-chave
Corporate social responsibility Purchasing decisions German chocolate market Child labor Food labels