Eu Ecolabel: The Role of Environmental Labels in the Purchasing Decision-Making Process

The increasing attention of consumers towards the environmental impact of products has led companies and institutions to undertake several sustainability actions in various areas, from production to utilization through distribution. Among the tools used to inform consumers of the progress made and to promote the spread of eco-friendly products, environmental labels are the most prominent. This paper aims to enhance the knowledge on the topic by analyzing the influence of the Eu Ecolabel, the label of environmental excellence developed by the European Union for consumer products on the consumer decision making process. A mail survey with a sample of 204 Italian consumers was conducted. The structural equations model (Sem) results show that the level of information on environmental issues, the environmental concern and the perceived usefulness of the Eu Ecolabel positively impact the propensity to use it for the purpose of choosing products. On the contrary, the trust toward Ue does not exert a significant influence on the behavioral response. The study offers both theoretical and managerial implications on the importance of ecolabels in the purchasing decision-making process as well as on the role of supranational certification bodies.