Exploring the Impact of Ecolabel Elements on Consumer Product Perception and Purchase Intention

Abstract

Ecolabelling is a tool that aims to engage consumers in making more sustainable choices, by communicating the environmental characteristics of a product. Previous studies have emphasized the significant impact of design and ecolabel elements in capturing consumers’ attention and influencing their preferences. However, only a limited number of studies have explored the effect of individual ecolabel elements and their orchestration in regard to visual attention and consumers perception, particularly in the context of textile products. The aim of the present study was to provide new insights into effective ecolabel design practices by investigating the influence of color, visual symbol, and text on consumers’ visual attention, environmental product perception and purchase intention. The current study employed a mixed method approach, combining quantitative and qualitative methods. The integrated methods included a review of existing ecolabels in the textile industry, an eye tracking experiment with sixteen custom-designed ecolabels, questionnaires, interviews, and a card sorting task. Visual attention was measured with the eye tracking, while other methods were employed to deepen the understanding of consumers’ perception and reasoning behind their decision-making. The results of the study revealed that the green ecolabels with natural symbols, such as Cotton and Leaf, received the highest environmental friendliness and purchase intention ratings, with the green Cotton ecolabel demonstrating the highest rate of visual attention engagement. In contrast, blue ecolabels were perceived as less environmentally friendly, particularly those with the visual symbols unrelated to nature. In addition, precise environmental claims with numerical data, such as “90% Organic cotton”, in combination with a website link, had a positive impact on trust and environmental perception. However, their role in visual attention and environmental perception was found to be less significant compared to the color and visual symbol. The findings contribute to textile research, highlighting the importance of the ecolabel context, visual symbol and color in ecolabel design, and providing new insights about visual attention patterns. The study outlines practical recommendations that can be utilized by professionals developing or redesigning ecolabels, in order to effectively communicate the characteristics of sustainable products