Beyond the label: unpacking consumer responses to eco-friendly claims

Purpose With growing consumer interest in sustainability, eco-friendly labels have become a common marketing tool within the consumer-packaged goods industry. This research aims to better understand consumer perceptions and behavioral intentions toward products with eco-friendly labels. Design/methodology/approach Using a mixed-method approach across six studies, combining qualitative and experimental methods, the authors investigate how eco-friendly labels influence consumer perceptions and behavioral intentions. Findings The findings demonstrate that eco-friendly labels positively affect purchase intentions. Furthermore, healthiness perceptions and taste expectations are identified as the underlying mechanisms driving this effect. However, the effect is attenuated when labels pertain specifically to sustainable packaging claims. Furthermore, feelings of warm glow experienced from being altruistic in the intention to purchase acts as a boundary condition for these effects. Originality/value While previous research has examined the positive effects of eco-friendly labeling, the findings uncover underlying factors, namely, healthiness perceptions and taste expectations, driving this relationship, further highlighting the influence and impact of eco-friendly labels on consumer behavior.