Ecolabels as Heuristic Cues: Exploring the Role of Ecolabels in Food Attribute Inferences

ABSTRACT This study presents a novel approach by examining the role of environmental labels (e.g., ecolabels) as heuristic cues in consumer inferences, beyond their traditional informational function. The research evaluated the influence of the presence, number, and type (real or fake) of ecolabels on consumer inferences of an extra virgin olive oil product through a between‐subjects experiment involving 720 participants in Spain. The methodology was designed to minimize common biases by exposing each participant to only one stimulus and employing real product labels and packaging with controlled modifications (including both the quantity and type of seal, real and fake). Using various multivariate analyses of covariance (MANCOVA), the study sequentially explored a set of research questions regarding the impact of the number of ecolabels and their potential interchangeability across seven distinct product dimensions. The findings reveal that ecolabels do not significantly enhance overall product evaluations, except in two dimensions associated with human‐related attributes—commitment to quality and producer honesty—which are more closely linked to the generic certification process than to the specific meaning of each label. No linear relationship or optimal number of labels was identified, and no significant differences were found between real and fake ecolabels. The results suggest that ecolabels function primarily as generic heuristic cues with limited influence, particularly when the product's presentation is visually appealing.