 Relying on sustainability logos: the role of brand trust in motivating consumers’ reliance on certification marksAlexandra Mogyoros Chapter 14 in Intellectual Property, Ethical Innovation and Sustainability, 2026, pp 195-208 from Edward Elgar Publishing Abstract: Consumers are increasingly making decisions which are aligned with their political values and commitments. ‘Green consumers’ can actualise their ideals is to support sustainable production by purchasing products that bear eco-labels and sustainability logos. The use of logos in this way has spurred a renewed interest in the use of certification marks. This draw makes sense given the role of certification marks within trademark law to signal a characteristic or quality of a product, apart from its commercial source. Yet, for trademark law to do its part, we need to grapple with how consumers relate to certification marks. This chapter argues we need to confront how changing marketing practices and legal attitudes have embraced brands as a vehicle for meaning in the realm of certification marks. This shift has implications for how we ought to conceptualise and govern certification marks – not only as truth marks but as trust marks. Keywords: Certification Marks; Trademarks; Trust; Brands; Sustainability; Consumers (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:24852_14 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Chapters from Edward Elgar Publishing |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.