Show simple item record

dc.contributor.authorSigurdsson, Valdimar
dc.contributor.authorLarsen, Nils Magne
dc.contributor.authorFolwarczny, Michal
dc.contributor.authorDubois, Magalie
dc.contributor.authorFagerstrøm, Asle
dc.date.accessioned2024-10-17T13:28:26Z
dc.date.available2024-10-17T13:28:26Z
dc.date.issued2024-10-10
dc.description.abstractClimate change and the advent of artificial intelligence-generated content are reshaping wine marketing. The interplay between consumer focus on naturalness and sustainable farming practices and the proliferation of artificial intelligence-generated content represents a particularly salient area of research. However, the extent to which the presence of fictitious artificial intelligence-generated labels and backgrounds impacts consumers' willingness to buy and pay for wine has yet to be addressed. This research contributes to the growing body of literature on consumer susceptibility to sustainability signaling and artificial intelligence greenwashing, focusing on the impact of backgrounds and labels with different degrees of perceived naturalness. Three experiments demonstrate that wines bearing artificial intelligence-generated sustainability labels and third-party accredited sustainability labels reliably exhibit an increased willingness to buy and pay compared to those without sustainability labels. These findings indicate that fictitious, artificial intelligence-generated, and accredited labels are equally effective in influencing consumer wine choices. Customer susceptibility to food labels and wine knowledge and involvement also significantly predict willingness to buy across studies, validating the Customer Susceptibility to Front-of-Package Food Labeling scale. These findings highlight the necessity for future studies to investigate the role of responsible labeling, the susceptibility of customers to such labels, and the potential hazards associated with greenwashing practices involving artificial intelligence-generated labels.en_US
dc.identifier.citationSigurdsson V, Larsen NM, Folwarczny M, Dubois, Fagerstrøm A.F.. Putting an artificial intelligence‐generated label on it comes naturally. Psychology & Marketing. 2024en_US
dc.identifier.cristinIDFRIDAID 2311890
dc.identifier.doi10.1002/mar.22137
dc.identifier.issn0742-6046
dc.identifier.issn1520-6793
dc.identifier.urihttps://hdl.handle.net/10037/35291
dc.language.isoengen_US
dc.publisherWileyen_US
dc.relation.journalPsychology & Marketing
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2024 The Author(s)en_US
dc.titlePutting an artificial intelligence‐generated label on it comes naturallyen_US
dc.type.versionacceptedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


File(s) in this item

Thumbnail

This item appears in the following collection(s)

Show simple item record