Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/328063 
Year of Publication: 
2024
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 5 [Year:] 2024 [Pages:] 42-49
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Sustainability labeling is prevalent in personal care, a CHF 2 billion market. The authors develop four product archetypes based on the labeling, pricing, and ingredients of 2666 products: Quiet Premium, Claim Champions, Labeling Peacocks, and Humble Bargains. They derive five actionable suggestions to help managers position their products and optimize labeling strategies.
Document Type: 
Article

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