Tell me more and make me feel proud: the role of eco-labels and informational cues on consumers' food perceptions

Purpose The objective of the present research is to identify the impact of food-related and packaging-related eco-labels on consumers' perceptions of food quality and safety when an ecological claim, which explains the eco-label meaning, is provided. Design/methodology/approach One survey ( N = 472) plus one experimental lab study were used to test the hypotheses drawn from the elaboration likelihood model. The research employed a 2 (eco-label: MSC vs FSC) × 2 (ecological claim: present vs absent) between-subjects design plus a control condition (i.e. absence of eco-label). Findings When the ecological claim is absent, only food-related eco-labels were found to generate a higher food evaluation. However, when the ecological claim is present, both eco-label types (i.e. food-related and packaging-related) increased food perceptions of quality and safety because of higher feelings of pride. Originality/value From a theoretical perspective, this research identifies both food- and packaging-related eco-labels as extrinsic cues able to affect consumers' perception of food quality and safety. Moreover, the findings of this study present practical implications for package design and health policymaking.