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The psychology of eco-labelling subject to academic analysis

Researchers at the University of Gvle in Sweden have found that among a group that it classifies as high sustainability consumers, greater consumer satisfaction is achieved by consuming coffee carrying eco-friendly labels. The study also found that these consumers were willing to pay more for the eco-friendly coffee.

Analysing the findings, the researchers argued that understanding the psychological mechanisms that underpin the eco-label effect and how to modulate its magnitude could potentially be a key to promote sustainable consumer behaviour.

The researchers maintained that consumers perception of taste may be influenced by how easily the consumer can imagine crop production methods, observing that one possibility is that morally loaded labels like fair trade, organic and eco-friendly have general halo effects favourably influencing subjective product characteristics across a range of judgmental dimensions.