Recognizability of Ecolabels on E-Commerce Websites: The Case for Younger Consumers in Poland

Abstract

In the modern retail system, labels may be defined as silent-sellers which, if recognized and understood by consumers, may allow them to make conscious choices. This simple concern is particularly important considering e-commerce: it ensures customers to find nearly everything they demand without the need to exit from home; however, as shoppers are not in direct contact with sales-clerks, labels play even more a crucial role in the purchasing decision. Online shopping is increasing, notably among young people, and ecolabels represent for producers a tool to distinguish their goods and to provide consumers reliable and credible information about the environmental characteristics of their products. Despite the growing interest in the above-mentioned topics, research which investigate the recognition of ecolabels in online shopping by young consumers lack. To this purpose, the authors conducted an online questionnaire that was distributed to a sample of 559 young consumers who shop online in the most popular Polish retailing chains. Results reveal that online shopping is becoming increasingly popular in Poland, but only some ecolabels were recognized by more than 50% of respondents. This result is not correlated to the frequency of online purchases nor to gender. The recognition of ecolabels among consumers is fundamental.