A new study published in the journal *Agribusiness* demonstrates that simple, targeted modifications to sustainability labels—specifically the EU’s “Green Leaf” organic logo—can significantly enhance consumer clarity, trust, and willingness to purchase certified products. Researchers from the University of Bonn, Newcastle University, and Corvinus University tested two variations of the EU organic label: one with the addition of “BIO” or “ECO” (depending on language) inside the leaf design, and another that also included the phrase “EU-certified.” Across seven EU countries and involving 9,500 participants, both modified versions were consistently rated as clearer, more trustworthy, and more helpful in making informed purchasing decisions compared to the original design. Interestingly, the addition of “EU-certified” did not yield further improvements, suggesting that the primary issue with the original logo was its failure to unambiguously signal its organic certification.
The research highlights a critical gap in many sustainability labels: their inability to effectively communicate their meaning to consumers. According to Prof. Dr. Monika Hartmann, head of the Department of Agricultural and Food Market Research at the University of Bonn, labels often fail because they are either overlooked, unclear, or confusing. The EU’s organic logo, while mandatory, is recognized by only 56% of EU citizens, with just 45% understanding that it certifies compliance with organic standards. The study’s findings indicate that minor design adjustments—such as embedding explicit terms like “BIO”—can dramatically improve signal clarity, reduce consumer uncertainty, and bolster trust, which are essential drivers of sustainable purchasing behavior.
Further analysis in a Germany-based study involving 500 participants revealed the psychological mechanisms behind these improvements. The modified labels led to a sharp increase in recognition—nearly 90% of respondents correctly identified the “BIO”-augmented logo as an organic marker, compared to under 70% for the original. This enhanced clarity directly reduced uncertainty and increased trust, which in turn positively influenced purchase intentions. Although label modification did not have a direct significant effect on buying behavior, it exerted a strong indirect effect through these mediating factors. The study underscores that well-designed, clear labels are a low-cost, high-impact intervention to support consumer decision-making and promote sustainable consumption.
Ez a cikk a Neural News AI (V1) verziójával készült.
Forrás: https://phys.org/news/2025-08-eu-sustainability-willingness.html.