The sustainable edge effect: How nuanced semantic meanings of different eco-labels influence consumer judgments

Although different eco-labels are often used interchangeably to signal a product’s environmental impact, this research shows that the specific terminology that is used can have important marketplace implications. We demonstrate that labeling a product as sustainable gives it an edge over labeling it as green , increasing its choice share over a conventional alternative lacking an eco-label. This “sustainable edge effect” arises from the semantic association of sustainable with longevity, which affects inferences consumers make about the product’s design process and durability. Consequently, the effect occurs more often when consumers are concerned about product durability. This research contributes to the academic literature by showing that two highly prevalent (yet unregulated) eco-labels are construed by consumers as being markedly different, which can yield different temporal orientations. Beyond providing deeper understanding of semantics and inferences in labeling, our findings offer implications for marketers and policymakers, helping curb greenwashing and encouraging planet-friendly behaviors.