Taking a Consumer-Led Approach to Identify Key Characteristics of an Effective Ecolabelling Scheme

Catriona Hay (), Kate Meyer, Gabriella Rutherford-Carr, Jeremy P. Hill and Joanne Hort
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Catriona Hay: Fonterra Research and Development Centre, Fonterra Co-operative Group Limited, Private Bag 11029, Palmerston North 4410, New Zealand
Kate Meyer: The Planetary Accounting Network, Wanaka 9305, New Zealand
Gabriella Rutherford-Carr: The Planetary Accounting Network, Wanaka 9305, New Zealand
Jeremy P. Hill: Fonterra Research and Development Centre, Fonterra Co-operative Group Limited, Private Bag 11029, Palmerston North 4410, New Zealand
Joanne Hort: Food Experience and Sensory Testing (Feast) Lab, Massey University, Palmerston North 4442, New Zealand

Sustainability, 2024, vol. 16, issue 14, 1-34

Abstract: A gap exists between consumer adoption of sustainable purchasing habits and the behavioural changes required to significantly decrease planetary environmental impact. Current ecolabels do not enable purchasing based on environmental impact, and an effective labelling scheme is required to change purchasing priorities. Using focus groups, ecolabels with components varying in the depth of environmental information conveyed, visual features employed, as well as product comparability and scalability of design, were evaluated by consumers with differing levels of environmental awareness. Independent, credible information accessible to consumers of varying environmental awareness was a participant priority. In-depth data communicated through a bar or pie chart with an interpretable holistic message across all environmental factors was preferred. Colour-coded components offering product comparisons and scalable to the size of the packaging, product value, and lifetime were most likely to empower environmentally motivated purchasing. Insights can inform the development of an effective ecolabelling scheme that equips consumers to adopt more sustainable purchasing habits.

Keywords: ecolabelling; planetary boundaries; environmental awareness; focus groups; environmental impacts (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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