This policy brief presents the results of an online experiment with EU consumers. The objective was to assess the relative effectiveness of three sustainability labelling approaches: (1) positive labels - only identifying products with the best sustainability performance, (2) negative labels - only identifying products with the worst sustainability performance, and (3) graded labels - conveying the relative sustainability of all products. Results suggest that graded labels are the most effective to steer consumer toward more sustainable purchase decisions.
DESSART François J.;
MARANDOLA Ginevra;
HILLE Stefanie Lena;
THØGERSEN John;
2021-12-06
European Commission
JRC127006
https://publications.jrc.ec.europa.eu/repository/handle/JRC127006,
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