Communicating Environmental Sustainability in Product Packaging: The Types and Effects of Eco-Labels

Abstract

This study examines the impact of environmental labels on product packaging as a means of communicating environmental information and their influence on consumer attitudes. Specifically, it empirically analyzes the effectiveness of traditional third-party certification labels, corporate proprietary labels, and emerging QR code-based labels. Prior research has shown that certification labels positively influence consumer attitudes more than proprietary labels, highlighting the importance of information transparency. QR code-based labels, the focus of this study, allow rapid and easy access to detailed information compared to traditional labels. Experimental results reveal that QR code labels, depending on the product category, are perceived as more transparent information sources than certification labels, leading to higher purchase intentions and more favorable brand attitudes.