Comparing the impact of positive, negative, and graded sustainability labels on purchase decisions
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
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