The consumers' (mis)perceptions of ecolabels' regulatory schemes for food products: insights from Canada

Purpose Ecolabels will undoubtedly play a central role in promoting more sustainable production methods and consumption behaviors. Although numerous recent studies have explored consumer awareness, interpretation and preferences toward ecolabels and certifications, little is yet known about how they perceive the regulatory schemes that underpin them. Design/methodology/approach Data were collected using a survey answered by a representative random sample of 1,032 Canadian consumers. Unconstrained partial-proportional odds models were used to perform statistical analyses. Findings The results suggest that consumers generally do not differentiate between regulatory schemes for organic, local and non-GMO products. The level of perceived control and strictness appears to be influenced by multiple variables involving risk perception, trust and motivations, although this influence varies across labels. Research limitations/implications In addition to geographical specificities, this survey includes self-reported variables that might be subject to desirability biases and intention variables which do not necessarily predict behavior. Finally, this study does not consider interaction effects, since claims and ecolabels have not been studied in relation to specific products. Practical implications These misperceptions about ecolabels' regulatory schemes could be addressed through better communication about schemes and certifications, although the authors agree that information alone would not be enough to deal with the trust issue suggested by the results. Deliberative and behavioral approaches might be more efficient to embed consumers' values, perceptions and concerns related to food labeling and certifications into the policymaking process. Originality/value This work explores the role played by risk perceptions, trust, egoistic and altruistic motives, and the importance of third-party certifications in the consumer's understanding of ecolabels' regulatory schemes.