Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes

Abstract

Little research has explicitly considered the influence of retailer-provided sustainability disclosure at points of purchase for brands within specific product categories. Thus, this paper examines the conditions wherein sustainability labels with scale ratings assist consumers in determining the sustainability performance of products. Study 1 findings demonstrate that, when concerned with social desirability, consumers' product evaluations are greater for products with high (vs. low) sustainability levels. When not concerned with social desirability, this pattern exists so long as the levels are consistent with category-based expectations. Extending these findings, Study 2 results show that evaluations and purchase-related outcomes are greater for products with high levels within (vs. outside) expectations for low-efficacy consumers not concerned with social desirability. Yet, these effects are mitigated for low-efficacy consumers concerned with social desirability. Further, Study 3 suggests that the effect is attenuated for low-efficacy consumers at low levels and for high-efficacy consumers irrespective of sustainability level.