Narrowing the gap between consumer purchasing intention and behaviour through ecolabelling: a challenge for eco-entrepreneurism

Abstract

PurposeThe gap between the self-declarations of buyers as responsible consumers and the purchase of sustainable products means that consumer knowledge needs to be examined in depth, to guide the initiatives of eco-entrepreneurs towards sectors and demands that will make them viable and to advance responsible production and consumption – Objective 12: Sustainable Development 2030. The purpose of this study is to analyse the profile of consumers in relation to the purchase of ecolabelled products and to establish relations between purchasing decisions with environmental, social and ethical factors.Design/methodology/approachMultiple correspondence analysis is applied to the results of a questionnaire administered to a sample of 407 consumers resident in Spain. Information is gathered on environmental, social and economic concerns and the importance consumers attach to certain product attributes such as ecolabels, price and quality.FindingsConsumers concerned over environmental, social and economic questions attached greater importance to information on ecolabels, principally within the textile, and drugstore sectors, followed by electrical and electronic appliances and the food sector. These consumers selected ecolabelled products with a good quality–price relationship.Originality/valueThe academic and business value of this research is its focus on the attributes of sustainable products so that eco-entrepreneurs may advance initiatives that are at once viable and sustainable, motivating consumers with concerns over environmental, social and economic issues.

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

“…Second, our results implicitly confirm the general lack of knowledge about benefits associated with eco-labels (e.g. Uchida et al , 2014; Calderon-Monge et al , 2020), showing that despite the increasing interest in sustainability, consumers' awareness and understanding of eco-labels remain low (e.g. Grunert et al , 2014; Thøgersen, 2000, 2002; Teisl et al , 2008).…”

“…social, economic, or environmental), and there is still no complete institutional categorization of all eco-labels available within a specific country or business sector. This, in turn, causes a general limited understanding of sustainable labels (Calderon-Monge et al , 2020). The majority of consumers worldwide are still unaware of eco-label logos (Eldesouky et al , 2020) or are unable to recognize the sustainable attributes that are certified; however, the presence of clear, precise and relevant information about the implications of eco-labels can positively trigger higher levels of motivation toward responsible purchasing (Calderon-Monge et al , 2020).…”

“…This, in turn, causes a general limited understanding of sustainable labels (Calderon-Monge et al , 2020). The majority of consumers worldwide are still unaware of eco-label logos (Eldesouky et al , 2020) or are unable to recognize the sustainable attributes that are certified; however, the presence of clear, precise and relevant information about the implications of eco-labels can positively trigger higher levels of motivation toward responsible purchasing (Calderon-Monge et al , 2020). As a consequence, the presence of additional information, aimed at better explaining the ecological meaning of the associated eco-label (hereafter: ecological claim ), might help consumers to better understand its value, with a consequent higher evaluation of the labeled food.…”

Determinants of entrepreneurial alertness: towards sustainable agribusiness development

“…Iran has a rare ability to benefit from industry practices and perspectives around the globe in terms of high employment, accessible tools and young people (Karimi et al , 2010). Present-day and future entrepreneurs have not only to develop an eco-business, but they also have to ensure that their products or services have an ecolabel that endorses their environmental, social and economic responsibility (Calderon-Monge et al , 2021). Entrepreneurship is beneficial to the protection of sustainable development in Iran, particularly regarding agricultural sustainable career development.…”

Agroforestry in the UK: exploring consumer knowledge and interest

“…Within the qualitative data were important comments echoing findings in relation to other green produce, such as lack of trust and lack of evidence (Guerreiro and Pacheco, 2021; Nuttavuthisit and Thøgersen, 2015). The implications of this are interesting as the market place is arguably over-saturated with eco-labels (Calderon-Monge et al. , 2020) making it difficult to communicate to the shopper product attributes.…”