I have some difficulty interpreting my HB model results with an alternative-specific design and would appreciate your help.
I have an attribute, let’s call it “brand”. And brand comes with the levels A, B and C. Furthermore, brand B always appears with one of the three eco-labels X, Y and Z. The other brands A and C don’t have a label.
Brand A has a sustainability score of 0%, B has 50% and C 100%. However, this information is hidden in the CBC tasks and is only accessible to the respondents via mouse-over.
Now, my HB model results look like this:
Brand A: -78
Brand B: 50
Brand C: 28
Eco-label X: -1
Eco-label Y: -6
Eco-label Z: 7
Now the question is whether the respondents were deceived by the eco-labels, i.e. the respondents did not recognize that brand C has the highest degree of sustainability despite the lack of a label?
It is obvious that even though Brand C has the highest sustainability score, brand B is preferred. My guess now is that I cannot separate the effects of brand B and eco-label and only the following conclusion is allowed: “If a respondent chooses brand B, it is of secondary importance which label is displayed.”
However, I cannot say that eco-labels – due to their low average importance - generally play a subordinate role.
Is that correct?
Thanks in advance for your advice.