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Sustainability labels on products: consumer understanding and use in Bulgaria

Author

Listed:
  • Ivanova, Daniela
  • Vasileva, Elka
  • Stefanov, Stiliyan
  • Tipova, Nina

Abstract

This study investigates the consumer understanding and use of environmental and ethical labels (sustainability labels) on products. Data were collected by means of direct personal face-to-face interviews, with a total sample size of 1011 respondents. The survey was conducted in April - May 2013 in Bulgaria. Respondents expressed low levels of knowledge of the environmental concepts, sustainability labels and difficulty in the selection of products labelled with them. Understanding of nine selected labels (EU organic production, EU Ecolabel, Fair Trade, FSC certification, Protected geographical indication, Protected designation of origin, Traditional speciality guaranteed, Energy label and the Product is obtained by recycling or can be recycled) was very limited. The results indicated a strong correlation between information about the labels and the level of education of the participants. The results imply that sustainability labels currently are not well known and efforts are required from stakeholders to create trust in the labelling of environmental and ethical products.

Suggested Citation

  • Ivanova, Daniela & Vasileva, Elka & Stefanov, Stiliyan & Tipova, Nina, 2014. "Sustainability labels on products: consumer understanding and use in Bulgaria," MPRA Paper 86436, University Library of Munich, Germany, revised 2014.
    • Handle: RePEc:pra:mprapa:86436
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    References listed on IDEAS

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    1. Sebastian Koos, 2011. "Varieties of Environmental Labelling, Market Structures, and Sustainable Consumption Across Europe: A Comparative Analysis of Organizational and Market Supply Determinants of Environmental-Labelled Go," Journal of Consumer Policy, Springer, vol. 34(1), pages 127-151, March.
    2. Joop de Boer, 2003. "Sustainability labelling schemes: the logic of their claims and their functions for stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 12(4), pages 254-264, July.
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    More about this item

    Keywords

    sustainability labels; environmental labels; ethical labels; consumer understanding; Bulgaria;
    All these keywords.

    JEL classification:

    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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