Customer Perception on the EU Ecolable

This study examines the impact of the EU Ecolabel and environmental descriptions on consumer perception, likelihood of purchase, and willingness to pay. Using an experimental survey with 159 participants, respondents evaluated a tissue paper product under three conditions: no environmental claims, an unverified environmental description, or the EU Ecolabel. ANOVA and post hoc tests revealed that both the EU Ecolabel and environmental descriptions significantly increased consumer preference and purchase likelihood compared to the control, but there was no significant difference between them. Willingness to pay was highest for the EU Ecolabel group, yet not significantly different from the environmentally described product. These findings suggest that consumers may not always distinguish between certified eco-labels and general sustainability claims, raising concerns about the effectiveness of eco-labeling in influencing behavior. Limited awareness of the EU Ecolabel further highlights the need for stronger consumer education and regulatory enforcement. This research provides insights for businesses and policymakers on how to enhance trust in eco-labels and promote sustainable consumption.