Sustainable consumption series part 2: Do all quality seals achieve the same effect? – Implications for companies

In our first post of the sustainable consumption blog series, we concluded that quality seals communicate sustainability, but consumers have limited knowledge of their meaning and an overly positive image of them. To draw more specific implications, we attempt to answer the question which quality seals and labels consumers accept the most when buying products. Do all quality seals serve the same positive effect? Finding answers to this question is especially relevant for companies as various quality seals require different levels of conditions to be met.

Study 1: Clean labels on food products

Based on data from 131 online survey participants, Salomee Bracke focused her research on clean labels and their effect when utilized with food products. The study found that consumers are generally skeptical towards additive ingredients, although labels should aid in the buying decision. The results also suggested that displaying more than one label on a package led to a higher acceptance of the food product, meaning consumers would pay more and are more likely to buy the product.

The study helped in explaining the relationship between the label count and willingness to pay in more detail. In fact, the label count improved the perception of the product as healthier, tastier and more natural. Differences between labels were examined as well, concluding that acceptance of the German “Bio” (organic) seal was the highest. When looking at the specific clean labels, Bracke’s study (2019) found that the absence of flavor enhancers has the greatest influence on the likelihood of purchase and willingness to pay more, followed by preservatives and colorants, which have the smallest influence.

Recommendations for companies (food industry)

  1. Generally, clean labeling is a useful strategy for companies to communicate benefits via packaging, as it has a positive effect on the consumers’ perception of products.
  2. Companies should consider the trade-off between investing to comply with quality seals and using alternatives, such as clean labels.
  3. Leaving out flavor enhancers is possibly a suitable option for producers to increase sales or the price charged.

Study 2: Quality seals on textile products

In a study considering the textile industry, which is often overlooked when discussing environmental issues, Julia Mergel conducted a quantitative survey with 234 respondents, investigating the influence of textile seals on the consumers‘ likelihood to buy sustainable clothing.

The study results showed that the participants’ increasing involvement in textile seals is associated with a higher acceptance (willingness to buy) of t-shirts with textile seals. Yet, if consumers are not involved in textile labels at all, it may even have a negative influence on the willingness to buy. The study further confirmed that acceptance of a seal is based on trust and the corresponding credibility, which enhances the positive effect of textile labels regarding the purchase intention. However, almost two-thirds of the participants did not know the textile seal shown, which once again shows the lack of knowledge regarding quality seals (see first blog post for more details).

In this study (Mergel, 2021), the “Green button” (German: der Grüne Knopf), awarded by the German government, was attributed the highest level of credibility. In previous surveys, however, environmental organizations or associations were trusted more, followed by government institutions (Splendid Research, 2021; Utopia, 2019). Nevertheless, all studies have in common that the least trust or credibility is attributed to company-owned seals.

Recommendations for companies (textile industry)

  1. When labeling their clothing with textile seals, fashion labels should ensure that consumers perceive them as credible, meaning they are issued by trustworthy seal issuing institutions, such as government institutions or environmental protection organizations.
  2. It is not advisable for fashion labels to create their own textile labels.
  3. Provide information on sustainable fashion labeling to increase the consumers’ involvement. This will increase awareness and acceptance of sustainable products.

In our blog posts we have so far covered the consumers’ perceptions on quality seals and summarized specific implications for companies. In the last part of this series, we will look at how packaging as a whole can communicate sustainability.

Blog series part 1

Blog series part 3

References

Bracke, S. (2019). Clean Labeling als Marketinginstrument – welche Wirkung erzielen gelabelte Lebensmittelprodukte beim Konsumenten? [Unpublished bachelor’s thesis]. Hochschule für Technik Stuttgart – University for Applied Sciences.

Mergel, J. (2021). Die Wirkung von Textilsiegel auf die Kaufbereitschaft nachhaltiger Mode – Untersuchung des Einflusses ausgewählter Moderatoren [Unpublished bachelor’s thesis]. Hochschule für Technik Stuttgart – University for Applied Sciences.

Splendid Research. (2021). Studie: Gütesiegel Monitor 2021. Bekanntheit, Vertrauen und Zielgruppen von Gütesiegeln sowie Einfluss auf Kaufwahrscheinlichkeit und Preisbereitschaft. https://www.splendid-research.com/de/guetesiegel

Utopia. (2019). LOST IN LABEL? Welchen Siegeln bewusste Konsumenten am meisten vertrauen. Insights aus Utopia.de (Utopia GmbH, ed.). https://i.utopia.de/sales/utopia-siegel-studie-lost-in-label-2019.pdf