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Project Code [2015-SE-DS-4]
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Project title
Current Status and Potential Role of Eco Labels in Informing Environmentally Friendly Purchases and Behaviours
Primary Funding Agency
Environmental Protection Agency
Co-Funding Organisation(s)
n/a
Lead Organisation
University of Dublin, Trinity College (TCD)
Lead Applicant
Brian Caulfield
Project Abstract
Eco labels are a widely used method of communicating environmental information to consumers in the hopes that they will be encouraged to pick the most sustainable option available. Eco labels are used in a wide range of industries, and are even required by legislation in some, however, little research exists regarding their effectiveness in terms of promoting sustainable consumption. This research aims to use a number methods to examine the role of eco labels in the Irish market and provide recommendations for future designs and implementations. Specifically this will comprise of an assessment of current eco labels and an econometric examination of the role that eco labels can play in purchases. The most novel aspect of this research will utilize emerging eyetracker technology to gain an understanding of how ecolabels compete with other types of product information for consumers' attention. This will also examine the relative effectiveness of existing methods of communicating environmental information. The outputs from this project will be used to verify how eco labels impact upon consumer behavior. Eco labels are now common place across many consumer products such as household appliances, homes (BER) and cars, while their introduction has been said to inform consumers in making informed choices, little evidence exists to what extent it does this. The research proposed in this project will use novel research methods to determine how consumers consider these eco labels. The application of eye tracking technology during the participant surveys will provide evidence on if the respondents read the eco label or do other aspects of the product information take a higher importance. The outputs will enable the EPA to determine the value of eco labels and how to improve their effectiveness in persuading consumers to change purchasing habits.
Grant Approved
�79,744.80
Research Hub
Sustainability
Research Theme
Socio-Economic Considerations
Initial Projected Completion Date
01/03/2017