The objective of the present research is to identify the impact of food-related and packaging-related eco-labels on consumers' perceptions of food quality and safety when an ecological claim, which explains the eco-label meaning, is provided.
One survey (N = 472) plus one experimental lab study were used to test the hypotheses drawn from the elaboration likelihood model. The research employed a 2 (eco-label: MSC vs FSC) × 2 (ecological claim: present vs absent) between-subjects design plus a control condition (i.e. absence of eco-label).
When the ecological claim is absent, only food-related eco-labels were found to generate a higher food evaluation. However, when the ecological claim is present, both eco-label types (i.e. food-related and packaging-related) increased food perceptions of quality and safety because of higher feelings of pride.
From a theoretical perspective, this research identifies both food- and packaging-related eco-labels as extrinsic cues able to affect consumers' perception of food quality and safety. Moreover, the findings of this study present practical implications for package design and health policymaking.
