Analysis of perceptions of sustainable labelling according to Product Type

Abstract

Sustainability labeling is commonly applied to consumer products. It is usual to find labels related to different sustainability aspects, such as environment, health or fair trade. Consumers with sustainability awareness will base their choices on how the product aligns with their values. However, consumer preferences about sustainability traits may depend on the specific type of product. To determine if perceptions on labeling about sustainable aspects differ based on product type, a study was carried out in which 73 participants chose between three versions of a same product, each version containing a sustainable label (environmental, social or related to health). Three different products for daily use were chosen: food (a milk carton), clothing (a T-shirt) and a personal hygiene product (a bottle of shampoo). For each product and aspect of sustainability, the labels were chosen among the best known. Choices had to be made around various perceptions: quality, price, sustainability, trust, willingness to pay and general choice (preference). The results show that, for some questions, the choice of the preferred sustainability aspect depends on the product. Therefore, it is concluded that the evaluation and decision criteria of sustainable labeling may vary, depending on the type of product to which it is applied.