Sustainable seals of approval: don’t trust every seal on your chocolate!
In a world where sustainability and environmental awareness are becoming increasingly important, quality seals play a crucial role. But not every seal delivers what it promises. A recent study sheds light on precisely this question and provides surprising insights into the world of certifications.
A jungle of seals
Quality seals are ubiquitous, especially in the food sector, such as chocolate. These small symbols are intended to reassure consumers that the product meets certain standards – be it environmental, health or social aspects. But the reality is much more complex. Some of these seals are untested. This means that they are not certified by independent bodies.
What does this mean for the consumer?
Can these seals be trusted at all under these circumstances?
The study: An experiment with chocolate
Pia Futterer, a student of our bachelor’s program tried to answer these questions in her Bachelor thesis. In a quantitative online survey with 101 participants who regularly consume chocolate she took a closer look at precisely this problem. The participants evaluated four chocolate bars, each bearing a different seal: a known certified one (German organic seal), an unknown certified one (Biokreis seal), an invented, untested one (see picture) and a bar with no seal at all. The results are astounding.
Main results: Trust in unverified seals
The study shows that even unverified seals of approval increase consumers’ willingness to buy. What is even more surprising is that these unverified seals were rated as more credible than unknown verified seals. This underlines the fact that many consumers have difficulty distinguishing between reliable and questionable seals. This blind trust in unverified labels is alarming and shows how urgently regulatory measures are needed.
The role of availability heuristics
Why do consumers trust unverified seals? One answer lies in the so-called availability heuristic. This mental shortcut leads us to perceive easily accessible or frequently seen information as particularly credible. So, if an unverified seal often appears on products, we tend to trust it – regardless of whether it is actually verified or not.
Discussion: A complex purchase decision
The results of the study suggest that consumers often do not have the motivation or ability to critically scrutinize the credibility of quality seals.
Especially when it comes to stressful grocery shopping, we often rely on simple decision-making rules. This is exacerbated by the abundance of products and information in the supermarket, which further increases the confusion.
Recommendations: Time to act
In view of these findings, it is important that we as a society take action:
- Stricter legal regulations: The planned EU directive against greenwashing must be implemented as soon as possible to ensure that only certified seals may be used. This directive would help to prevent misleading environmental claims and ensure that only verified seals appear on products.
- Conscious consumption: Consumers should actively inform themselves about the meaning and origin of quality labels. Knowledge is power, especially when it comes to sustainable consumption. Better consumer education about the various labels could help to avoid misjudgments.
- Transparency on the part of companies: Companies should disclose which criteria their seals of approval fulfill and how these are checked in order to strengthen consumer trust. A clear and transparent process for awarding seals of approval could help to win back consumer trust.
Conclusion: More than just a seal
This study opens our eyes to the fact that not every seal of approval delivers what it promises at first glance. While we want to be environmentally conscious, we also need to be more critical and not blindly trust every label. The results underline the urgency of better regulation and education so that we can make more informed and sustainable purchasing decisions in the future.
The next chocolate bar you buy could tell more than just a story about taste – it could also be a story about trust and deception. Don’t trust every seal on your chocolate!
References
- ARD-aktuell (2024, January 17). EU bans “greenwashing” in advertising. tagesschau.de. Available at: https://www.tagesschau.de/ausland/europa/eu-greenwashing-werbung-100.html
- Buxel, H. (2018). What is the benefit of a seal? Consumer attitudes and the influence on the willingness to buy test and quality seals. Meat Industry, 5, 70-73.
- Futterer, P. (2024). Sustainable seals of approval in the context of greenwashing: Experimental investigation of the effect of untested seals of approval using the example of chocolate. Bachelor thesis of the University of Applied Sciences. Stuttgart.
- Monegel, M. (2018, March 12). Seal of approval – What is it and how is it awarded? DIQP Deutsches Institut für Qualitätsstandards und -prüfung e.V. Available at: https://www.diqp.eu/guetesiegel-erkennen/#:~:text=Leider%20gibt%20es%20hierf%C3%BCr%20keine,einer20 Dienstleistung%20aufmerksammachen%20soll
- Parkinson, T. L. (2005). The Role of Seals and Certifications of Approval in Consumer Decision-Making. Journal of Consumer Affairs, 9(1), 1-14.
- Verbraucherportal-BW. (2022). Labels. Available at: https://www.verbraucherportal-bw.de/,Lde/Startseite/Verbraucherschutz/Labels
