Decoding sustainability : The effect of eco-labels and textual cues on consumers' spontaneous recall and understanding of environmental claims

Abstract

Environmental claims are widely used to influence consumers' purchase decisions; however, less is known about how consumers remember and interpret these claims, especially when presented in different formats. This study examines the effects of various eco-label formats and textual cues on consumers' spontaneous recall, interpretation, and purchase intentions. A mixed-method online experiment was conducted with a representative sample of 2000 Hungarian consumers across three product categories (food and beverages, apparel, and fabric care) and three environmental claims (recyclable, from sustainable production, and carbon neutral). Participants were exposed to five presentation formats that combined logos and either short or long texts. The results show that short textual cues, especially when combined with logos, significantly enhance spontaneous recall, while longer explanations improve their interpretation, particularly for less familiar claims. However, the interpretation did not influence purchase intention, which was instead affected by correct or incorrect spontaneous recall, perceived credibility, and environmental friendliness. Consumers responded positively to most formats of the sustainable production claim, while compared to the logo only format, other formats of the carbon neutral claim did not increase purchase intention. The recyclable claim was better interpreted than the other claims, but its effect on purchase intention varied across product categories. Overall, findings highlight the complexity of eco- label communication and suggest that tailored presentation formats are necessary to enhance consumer engagement. The study provides practical insights for policymakers and marketers aiming to foster sustainable consumer behavior through more transparent and effective environmental messaging.