A Study on Effectiveness of Ecolabels in the Fast-Moving Consumer Goods Sector

Abstract

Ecolabels are not enough to solve sustainable consumption and procurement; if the awareness of ecolabels among the population is increased, a significant amount of purchase behavior can be changed towards eco-labeled products. Food consumption or fast-moving consumer goods is one such sector that can be looked upon to bring out changes in the food consumption habits of people. Programs to impart ecolabel knowledge can be implemented to increase the perception of individual towards saving the environment and thereby increasing the perceived environmental attitude. For the analysis, the sample size of 206 individuals was tested for the various hypotheses. 45% of the respondents have significant awareness of ecolabels and the steps can be taken to design the ecolabels for food products consumed daily. The results suggest that attention to ecolabels can be a significant factor in increasing ecolabels’ awareness. With the increase in awareness the buying or purchase intention of eco-labeled products also increases. Understanding the effectiveness of ecolabelling will help in developing the comprehensive ecolabelling scheme for food products and consumer good which may result in emission reduction since ecolabels considers the life cycle assessment and the impact of product on environment.