A new study published in the journal *Agribusiness* reveals that simple design modifications to sustainability labels—specifically the EU’s “Green Leaf” organic logo—can significantly enhance consumer clarity, trust, and willingness to purchase. Researchers from the University of Bonn, Newcastle University, and Corvinus University conducted a large-scale survey across seven EU countries, testing two modified versions of the logo: one with the addition of “BIO” or “ECO” (depending on the language) and another with both “BIO/ECO” and “EU-certified.” The findings showed that both modified versions were perceived as more understandable, trustworthy, and helpful than the original design, with nearly 90% of respondents correctly identifying the modified label as an organic certification mark—a substantial improvement over the original logo’s recognition rate of under 70%.
The study highlights that the primary issue with the original EU organic label is its lack of a clear, unambiguous signal indicating its meaning. Although the addition of “EU-certified” did not provide extra benefits beyond the “BIO/ECO” text, the inclusion of these terms alone dramatically reduced consumer uncertainty and increased trust. A follow-up study in Germany further confirmed that enhanced signal clarity led to greater trust and lower uncertainty, which in turn positively influenced purchase intentions indirectly. This suggests that even minor, low-cost design adjustments can play a crucial role in improving label effectiveness and supporting informed, sustainable consumer choices.
These findings have important implications for policymakers and marketers aiming to promote sustainable consumption. With only 56% of EU citizens currently recognizing the EU organic label and just 45% understanding its meaning, there is a clear need for labels that communicate their purpose more effectively. The research demonstrates that improving label design is a practical, high-impact intervention that can help bridge the gap between certification standards and consumer awareness, ultimately encouraging more sustainable purchasing behavior without requiring extensive resources or regulatory overhaul.
Ez a cikk a Neural News AI (V1) verziójával készült.
Forrás: https://phys.org/news/2025-08-eu-sustainability-willingness.html.