Enhancing Sustainability Label Effectiveness Through Logo Design Modification : An Analysis of the EU Green Leaf Logo

Abstract

Sustainability labels can help support consumers select more socially and environmentally friendly options, thereby enhancing returns for conscientious producers and promoting the transition to a more sustainable food system. However, consumer confusion regarding labels' meaning undermines their effectiveness. This holds especially for labels that are abstract in nature and lack concreteness. Could simple modifications to the design of such logos enhance consumer perceptions and purchase intentions? Two studies, drawing on signaling theory and using the EU organic green leaf logo as an example, reveal that design changes that improve signal clarity induce more favorable label perceptions (Study 1, seven countries, N = 9378) with Study 2 (Germany, N = 498) uncovering the mechanism by which this occurs. Specifically, Study 2 demonstrates that logo modifications that improve signal clarity, reduce consumer uncertainty, which in turn improves trust and ultimately consumers' intentions to use the label. These findings deepen understanding of how policymakers can improve the effectiveness of sustainability labels through targeted logo modifications.