Tell me more and make me feel proud: the role of eco-labels and informational cues on consumers' food perceptions

Abstract

Purpose

The objective of the present research is to identify the impact of food-related and packaging-related eco-labels on consumers' perceptions of food quality and safety when an ecological claim, which explains the eco-label meaning, is provided.

Design/methodology/approach

One survey (N = 472) plus one experimental lab study were used to test the hypotheses drawn from the elaboration likelihood model. The research employed a 2 (eco-label: MSC vs FSC) × 2 (ecological claim: present vs absent) between-subjects design plus a control condition (i.e. absence of eco-label).

Findings

When the ecological claim is absent, only food-related eco-labels were found to generate a higher food evaluation. However, when the ecological claim is present, both eco-label types (i.e. food-related and packaging-related) increased food perceptions of quality and safety because of higher feelings of pride.

Originality/value

From a theoretical perspective, this research identifies both food- and packaging-related eco-labels as extrinsic cues able to affect consumers' perception of food quality and safety. Moreover, the findings of this study present practical implications for package design and health policymaking.

Citation

Donato, C. and D'Aniello, A. (2022), "Tell me more and make me feel proud: the role of eco-labels and informational cues on consumers' food perceptions", British Food Journal, Vol. 124 No. 4, pp. 1365-1382. https://doi.org/10.1108/BFJ-04-2021-0416