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Lookup NU author(s): Professor Matthew GortonORCiD, Dr Barbara ToccoORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Sustainability labels can help support consumers select more socially and environmentally friendly options, thereby enhancing returns for conscientious producers and promoting the transition to a more sustainable food system. However, consumer confusion regarding labels' meaning undermines their effectiveness. This holds especially for labels that are abstract in nature and lack concreteness. Could simple modifications to the design of such logos enhance consumer perceptions and purchase intentions? Two studies, drawing on signaling theory and using the EU organic green leaf logo as an example, reveal that design changes that improve signal clarity induce more favorable label perceptions (Study 1, seven countries, N = 9378) with Study 2 (Germany, N = 498) uncovering the mechanism by which this occurs. Specifically, Study 2 demonstrates that logo modifications that improve signal clarity, reduce consumer uncertainty, which in turn improves trust and ultimately consumers' intentions to use the label. These findings deepen understanding of how policymakers can improve the effectiveness of sustainability labels through targeted logo modifications.
Author(s): Hartmann M, Yeh CH, Gorton M, Tocco B, Török Á
Publication type: Article
Publication status: Published
Journal: Agribusiness
Year: 2025
Pages: epub ahead of print
Online publication date: 27/07/2025
Acceptance date: 11/07/2025
Date deposited: 06/08/2025
ISSN (print): 0742-4477
ISSN (electronic): 1520-6297
Publisher: John Wiley & Sons, Inc.
URL: https://doi.org/10.1002/agr.70013
DOI: 10.1002/agr.70013
Data Access Statement: The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions.
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