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Promotion of Sustainable Products: Can Sustainability Labels Promote User Selection of Environmentally Friendly Products?

Author

Listed:
  • Lex Houf

    (School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK)

  • Andrea Szymkowiak

    (School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK)

  • Lynsay A. Shepherd

    (School of Design and Informatics, Abertay University, Bell Street, Dundee DD1 1HG, UK)

Abstract

Sustainable development is growing in importance in today’s climate crisis. With the percentage of sales via digital channels increasing annually and consumers becoming aware of the environmental impact of their choices, a huge opportunity presents itself for promoting sustainable goods online if designers can find an effective way to raise awareness in consumers. Using a simulated e-commerce site (webshop), we investigated whether the presence or absence of sustainability labels displayed next to product images influenced users’ product selections. There was a significant association between the presentation of sustainability labels and the number of selected sustainable products. Overall, participants were familiar with sustainability labels and indicated willingness to pay ‘extra’ for sustainable products, while there was more variation in the way they felt that sustainability labels influenced their product choices. The findings highlight the complexities of factors influencing purchasing decisions and the need for more design-inspired research in this area. Whilst user interface design may be an effective means to influence sustainable product choices, design should also enable consumers to make informed product choices, while still providing a ‘fair’ e-commerce environment.

Suggested Citation

  • Lex Houf & Andrea Szymkowiak & Lynsay A. Shepherd, 2024. "Promotion of Sustainable Products: Can Sustainability Labels Promote User Selection of Environmentally Friendly Products?," Sustainability, MDPI, vol. 16(13), pages 1-18, June.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:13:p:5390-:d:1421712
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    References listed on IDEAS

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    1. Nasser Ali M. Khalufi & Riyaz Abdullah Sheikh & Syed Md Faisal Ali Khan & Choo Wou Onn, 2025. "Evaluating the Impact of Sustainability Practices on Customer Relationship Quality: An SEM-PLS Approach to Align with SDG," Sustainability, MDPI, vol. 17(2), pages 1-27, January.
    2. Shaema Ali Abdullah Al-Olfi & Yanan Song & Yazeed Mohammed Al-Hajj, 2026. "The Impact of Sustainable Supply Chain Strategies on E-Commerce Consumer Purchasing Behavior: Considering the Moderating Effect of Big Data Analytics," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(1), pages 364-399, February.
    3. Sharkasi, Nora & De Maeyer, Peter & Lababdi, Houyem chaib & AlMansoori, Salma & Agag, Gomaa, 2025. "A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

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