Promotion of Sustainable Products: Can Sustainability Labels Promote User Selection of Environmentally Friendly Products?

Lex Houf, Andrea Szymkowiak () and Lynsay A. Shepherd
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Lex Houf: School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK
Andrea Szymkowiak: School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK
Lynsay A. Shepherd: School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK

Sustainability, 2024, vol. 16, issue 13, 1-18

Abstract: Sustainable development is growing in importance in today’s climate crisis. With the percentage of sales via digital channels increasing annually and consumers becoming aware of the environmental impact of their choices, a huge opportunity presents itself for promoting sustainable goods online if designers can find an effective way to raise awareness in consumers. Using a simulated e-commerce site (webshop), we investigated whether the presence or absence of sustainability labels displayed next to product images influenced users’ product selections. There was a significant association between the presentation of sustainability labels and the number of selected sustainable products. Overall, participants were familiar with sustainability labels and indicated willingness to pay ‘extra’ for sustainable products, while there was more variation in the way they felt that sustainability labels influenced their product choices. The findings highlight the complexities of factors influencing purchasing decisions and the need for more design-inspired research in this area. Whilst user interface design may be an effective means to influence sustainable product choices, design should also enable consumers to make informed product choices, while still providing a ‘fair’ e-commerce environment.

Keywords: ecolabeling; e-commerce; consumer decisions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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