“…This may be the case for a non-credible label. Lenhart et al (2008) underlined that technical label information also exerts very little effect on the purchasing behaviour as it is difficult for the consumer to comprehend it. Indeed, the labels tend to specify several environmental characteristics, notably the carbon footprint, greenhouse gas emissions, impact on forests, use of pesticides, water and energy consumption, alteration of biodiversity, fair trade, animal welfare or local production, which makes it illegible for the consumer.…”