To positively influence purchase decisions, sustainability labels must convey a clear signal rather than remain abstract. Using the EU’s “Green Leaf” organic logo as an example, researchers from the universities of Bonn, Newcastle (UK) and Corvinus (Hungary) demonstrate that simple design tweaks reduce consumers’ uncertainty, bolster their trust in the products, and thus increase their willingness to buy. The two‑study-paper appears in the journal Agribusiness and is already available online.
EU organic label: Clear sustainability signal can drive increased willingness to purchase
