TY - JOUR

T1 - The effects of visual sustainability labels on consumer perception and behavior

T2 - A systematic review of the empirical literature

AU - Majer, Johann M.

AU - Henscher, Heike A.

AU - Reuber, Paula

AU - Fischer-Kreer, Denise

AU - Fischer, Daniel

N1 - Publisher Copyright: © 2022

PY - 2022/9/1

Y1 - 2022/9/1

N2 - Demand-side mitigation solutions such as changing peoples' consumption behaviors can substantially help limit climate change (IPCC, 2022). Labelling schemes are a promising tool to promote more sustainable consumption behavior by reliably informing the consumers about the performance of a product regarding a range of environmental, ethical, or social aspects. However, labelling has been conceptualized in different ways, approached from various disciplinary backgrounds, examined through diverse research designs, and tested across manifold product categories and contexts. The present research synthesizes the dispersed empirical evidence on the effects of visual sustainability labels on consumer perception and behavior by systematically reviewing the literature. In a two-step screening process, a set of predetermined criteria was used to ultimately identify 26 eligible studies. We narratively and quantitatively synthesized the empirical findings. Our aggregated findings suggest that labels do have positive effects on psychological and behavioral outcome variables. In addition, we identify a number of important moderating variables that can be categorized as individual factors of the consumers, as context factors in the purchase situation, and as factors inherent in the label itself. However, the reviewed body of literature reveals deficiencies in studying interactions of labels and external factors and in studying actual behavior change in field settings. Based on these insights gained from the systematic review, we propose avenues for advancements in the field of research and highlight implications for promoting sustainable consumer behavior.

AB - Demand-side mitigation solutions such as changing peoples' consumption behaviors can substantially help limit climate change (IPCC, 2022). Labelling schemes are a promising tool to promote more sustainable consumption behavior by reliably informing the consumers about the performance of a product regarding a range of environmental, ethical, or social aspects. However, labelling has been conceptualized in different ways, approached from various disciplinary backgrounds, examined through diverse research designs, and tested across manifold product categories and contexts. The present research synthesizes the dispersed empirical evidence on the effects of visual sustainability labels on consumer perception and behavior by systematically reviewing the literature. In a two-step screening process, a set of predetermined criteria was used to ultimately identify 26 eligible studies. We narratively and quantitatively synthesized the empirical findings. Our aggregated findings suggest that labels do have positive effects on psychological and behavioral outcome variables. In addition, we identify a number of important moderating variables that can be categorized as individual factors of the consumers, as context factors in the purchase situation, and as factors inherent in the label itself. However, the reviewed body of literature reveals deficiencies in studying interactions of labels and external factors and in studying actual behavior change in field settings. Based on these insights gained from the systematic review, we propose avenues for advancements in the field of research and highlight implications for promoting sustainable consumer behavior.

KW - Certification

KW - Consumer behavior

KW - Experimental evidence

KW - Moderating variables

KW - Sustainability labelling

KW - Systematic literature review

KW - Sustainability education

KW - Sustainability sciences, Communication

UR - http://www.scopus.com/inward/record.url?scp=85132947339&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/819be923-3e35-330f-bd22-85651f4880cd/

U2 - 10.1016/j.spc.2022.06.012

DO - 10.1016/j.spc.2022.06.012

M3 - Scientific review articles

AN - SCOPUS:85132947339

VL - 33

SP - 1

EP - 14

JO - Sustainable Production and Consumption

JF - Sustainable Production and Consumption

SN - 2352-5509

ER -