What question did this study set out to answer?

This research aims to understand how eco-friendly labels affect consumer perceptions and purchase behavior.

Beyond the label: unpacking consumer responses to eco-friendly claims

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Mixed-method research shows eco-friendly labels influence purchase intentions in consumers, suggesting key behavioral factors.

This research aims to understand how eco-friendly labels affect consumer perceptions and purchase behavior.
Mixed-method approach with six studies
Combination of qualitative and experimental methods
Investigation of consumer reactions to eco-friendly labels
Eco-friendly labels significantly increase purchase intentions.
Healthiness perceptions and taste expectations are key factors driving this effect.
Specific sustainable packaging claims weaken the positive influence of eco-friendly labeling.

Lefebvre et al. (2026) studied this question.

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