The Effect of Eco-Label Logos Visual Design on Consumers’ Sustainability Perceptions: An Empirical Study

Carmela Donato ()
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Carmela Donato: University of Roma Tre

Chapter Chapter 4 in Eco-Label Visual Design and Sustainability, 2025, pp 75-100 from Springer

Abstract: Abstract This chapter examines the role of eco-label design in shaping consumers' perceptions of sustainability and their adoption of labels. It begins with a review of literature on sustainability perceptions, aesthetic dimensions in visual communication, and eco-label design. The chapter then presents an empirical study involving 15 real Type I eco-labels, analyzing how visual dimensions—such as visual complexity, conceptual complexity, background color, and text amount—affect consumers' sustainability perceptions and label adoption. The results reveal that consumers perceive visually complex yet conceptually simple eco-labels with green or blue backgrounds and explanatory text as more sustainable and are more likely to adopt them.

Keywords: Eco-label design; Visual complexity; Conceptual complexity; Color background; Text amount; Sustainability perceptions (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82761-7_4

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DOI: 10.1007/978-3-031-82761-7_4

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