Table 1 Cluster summary Cluster... | Emerald Publishing

Table 1

Cluster summary

Cluster	Subcluster	Core focus	Key concepts/mechanisms	Empirical evidence and main findings
CLUSTER 1: Impact of Information and Labels on Behaviour (90.77%)	Ecolabel Usage (36.5%)	How labels and ecolabels influence consumer decision-making in food retail	credence attributes; trust; cognitive load; decision fatigue; halo effects	Cluster 1 shows that labels and ecolabels significantly influence purchasing decisions in food retail. Drawing on Signalling Theory (Spence, 1973), the reviewed studies highlight how labels operate both as signals of credence attributes - such as environmental sustainability, which consumers cannot directly verify - whose effectiveness depends on design clarity and processing demands. Empirical evidence shows that ecolabels such as Fairtrade, organic, and carbon footprint positively affect consumer preferences, purchase likelihood, and willingness to pay for eco-friendly products (e.g. Abbas et al., 2024). Trust is a key mediator: labels influence behaviour only when perceived as credible (Nguyen-Viet, 2022; Thøgersen et al., 2010). Label design also matters - simple, standardized formats are more effective than complex ones, as they reduce cognitive load and decision fatigue, enhancing engagement (Feunekes et al., 2008). Low-information labels simplify decisions (Stratton and Werner, 2013), while combining environmental and health claims further strengthens their impact (Leeuwis et al., 2024; Shimul and Cheah, 2023). Environmental claims often create a halo effect, boosting perceptions of quality, health, and flavour (Koenig-Lewis et al., 2014). Overall, labels work best when they are simple, credible, and reduce decision complexity
	Label Effectiveness (24.7%)
	Labels/Ecolabels and Trust (10.0%)
	Label Fatigue and Overload (8.9%)
	Environmental and Health Claims (10.7%)
CLUSTER 2: Psychological and Emotional Drivers of Sustainable Consumption (32.84%)	Role of Emotional Influence on Purchasing Decisions (8.5%)	Role of emotions and values in shaping sustainable food choices	emotions as mediators; appeals to pride and guilt; altruistic vs egoistic values; affective cues	Cluster 2 emphasizes the central role of emotions in shaping consumer decisions. Building on the Theory of Planned Behaviour (Ajzen, 1991) and its subsequent extensions, research shows that emotions operate alongside attitudes and norms in the formation of behavioural intention. The Value-Belief-Norm framework (Stern et al., 1999) further explains how values trigger emotional responses that motivate pro-environmental behaviour. Both positive and negative emotions mediate the link between environmental concern and purchase intentions. Appeals to pride or guilt can influence eco-friendly buying, depending on consumers' environmental knowledge (Shimul and Cheah, 2023). Emotional responses to packaging cues - such as colours and images - also shape perceptions. Nguyen and D'Souza (2024) demonstrate that, acting as a peripheral cue, the colour green on recyclable packaging elicits positive emotions and perceived social value, thereby fostering pro-recycling attitudes. Value-based influences are equally important. Altruistic values - such as environmental concerns - emerge as stronger motivators of pro-environmental behaviour than egoistic ones, such as personal health benefits (Prakash et al., 2019; Kautish et al., 2022). These values strongly shape how consumers interpret and respond to sustainability claims on packaging. Finally, Cluster 2 underscores that emotions and values are not peripheral but fundamental drivers of sustainable consumption, complementing cognitive and normative explanations of the adoption of sustainable products
	Value-based Influence (24.4%)
CLUSTER 3: Consumer Awareness, Knowledge and Education (50.55%)	Gaps in Consumer Knowledge and the Need for Education (26.9%)	Impact of sustainability knowledge and information-seeking behaviour on consumption	environmental awareness; knowledge gaps; active information seeking; scepticism	On the one hand, Cluster 3 aligns with the Knowledge-Attitude-Behaviour model (Fishbein and Ajzen, 1974), which posits that awareness and knowledge are prerequisites for pro-environmental attitudes and behaviours. Two main themes emerge. First, the literature highlights persistent Gaps in Consumer Knowledge and the Need for Education: many consumers are unaware of the environmental impact of their choices, hindering sustainable behaviour. Educational campaigns, clear labelling, and institutional action can help close these gaps and promote sustainable consumption. Greater environmental knowledge is consistently associated with stronger trust in ecolabels and more positive attitudes towards sustainable products. Secondly, Information Seeking emerges as a crucial driver of sustainable purchasing. Consistent with information-seeking models of decision making, studies show that consumers actively look for sustainability-related information to align their choices with environmental values (Testa et al., 2020; Taufique et al., 2016). This behaviour is primarily driven by environmental concern, past eco-friendly behaviours, and a desire for internal consistency (Testa et al., 2020). It also reflects a commitment to environmental values and, in some cases, scepticism towards sustainability claims, which further motivates information search (Thøgersen and Nielsen, 2016). In conclusion, Cluster 3 shows that knowledge and active information seeking are key drivers of sustainable consumption in the food retail sector. It also highlights how educational gaps and consumer scepticism still hinder the translation of awareness into consistent sustainable choices
	Information Seeking and Decision-Making (23.6%)
CLUSTER 4: External and Internal Influences (57.93%)	Cultural factors, Social Norms and Peer Influence (12.5%)	Interaction of social, cultural, and personal factors shaping behaviour	social norms; peer influence; cultural and religious values; self-efficacy	Cluster 4 highlights how societal factors and personal beliefs jointly shape consumer behaviour. The analysis reveals that cultural factors, social norms and peer influence (external influences) significantly affect consumers' attitudes toward sustainable products. Accordingly, this cluster aligns with the Theory of Planned Behaviour (Ajzen, 1991), which lays the emphasis on attitudes, norms, and perceived control, and with Social Norms Theory (Cialdini et al., 1990), explaining how social expectations shape behaviour. Cultural values and religion can moderate the link between environmental attitudes and purchasing, while social norms strongly predict intentions, especially for recycled packaging (Zhang et al., 2022). Internal factors - attitudes, beliefs, and perceptions - also shape engagement with sustainable products. Consistent with TPB, those with higher perceived control and self-efficacy are more likely to consume sustainably (Santos et al., 2021), whereas scepticism can inhibit this. Transparent communication and trust-building are thus crucial for overcoming barriers and fostering purchase intentions. Overall, Cluster 4 shows that sustainable consumption in food retail stems from the interaction of social dynamics and individual cognition, highlighting the joint role of culture and agency
CLUSTER 4: External and Internal Influences (57.93%)	Subjective Perceptions, Attitudes and Beliefs (45.4%)
CLUSTER 5: Choices Related to Packaging and Branding (43.17%)	Considerations for Packaging Design (24.7%)	Role of packaging design and branding in shaping sustainability perceptions	visual cues; material choice; usability; authenticity; greenwashing	Cluster 5 highlights literature focusing on the Choices Related to Packaging and Branding. In line with Cue Utilization Theory (Olson and Jacoby, 1972), packaging and branding function as extrinsic cues that strongly shape consumer evaluations of sustainability in the food retail sector. Packaging design (e.g. recyclable, reusable, or multi-sensory) serves as a salient signal of sustainability, influencing both perceived environmental performance and willingness to pay (Magnier and Crié, 2015). Visual cues such as colours, images, and materials (e.g. recyclable, biodegradable) enhance eco-friendly perceptions, with green tones and symbols reinforcing sustainability (Thøgersen and Nielsen, 2016). Key attributes like usability and recyclability also influence purchase decisions (Nguyen and D'Souza, 2024). A smaller yet growing field of literature highlights packaging-free shopping, reflecting strong green values and a shift toward more sustainable consumption (Louis et al., 2021). Branding further supports trust and loyalty through transparent communication, while climate labelling promotes greener choices. Conversely, greenwashing erodes trust and reputation. Authenticity is therefore crucial for sustaining consumer engagement with sustainability. Overall, Cluster 5 shows that packaging design and branding are central - not peripheral - drivers of how sustainability is perceived, trusted, and acted upon in the food retail sector. By shaping evaluations, fostering trust through authenticity, and avoiding greenwashing, they serve as key levers for sustainable consumption
	Packaging-free shopping (2.6%)
	Impact of Branding (15.9%)

Cluster	Subcluster	Core focus	Key concepts/mechanisms	Empirical evidence and main findings
CLUSTER 1: Impact of Information and Labels on Behaviour (90.77%)	Ecolabel Usage (36.5%)	How labels and ecolabels influence consumer decision-making in food retail	credence attributes; trust; cognitive load; decision fatigue; halo effects	Cluster 1 shows that labels and ecolabels significantly influence purchasing decisions in food retail. Drawing on Signalling Theory (Spence, 1973), the reviewed studies highlight how labels operate both as signals of credence attributes - such as environmental sustainability, which consumers cannot directly verify - whose effectiveness depends on design clarity and processing demands. Empirical evidence shows that ecolabels such as Fairtrade, organic, and carbon footprint positively affect consumer preferences, purchase likelihood, and willingness to pay for eco-friendly products (e.g. Abbas et al., 2024). Trust is a key mediator: labels influence behaviour only when perceived as credible (Nguyen-Viet, 2022; Thøgersen et al., 2010). Label design also matters - simple, standardized formats are more effective than complex ones, as they reduce cognitive load and decision fatigue, enhancing engagement (Feunekes et al., 2008). Low-information labels simplify decisions (Stratton and Werner, 2013), while combining environmental and health claims further strengthens their impact (Leeuwis et al., 2024; Shimul and Cheah, 2023). Environmental claims often create a halo effect, boosting perceptions of quality, health, and flavour (Koenig-Lewis et al., 2014). Overall, labels work best when they are simple, credible, and reduce decision complexity
	Label Effectiveness (24.7%)
	Labels/Ecolabels and Trust (10.0%)
	Label Fatigue and Overload (8.9%)
	Environmental and Health Claims (10.7%)
CLUSTER 2: Psychological and Emotional Drivers of Sustainable Consumption (32.84%)	Role of Emotional Influence on Purchasing Decisions (8.5%)	Role of emotions and values in shaping sustainable food choices	emotions as mediators; appeals to pride and guilt; altruistic vs egoistic values; affective cues	Cluster 2 emphasizes the central role of emotions in shaping consumer decisions. Building on the Theory of Planned Behaviour (Ajzen, 1991) and its subsequent extensions, research shows that emotions operate alongside attitudes and norms in the formation of behavioural intention. The Value-Belief-Norm framework (Stern et al., 1999) further explains how values trigger emotional responses that motivate pro-environmental behaviour. Both positive and negative emotions mediate the link between environmental concern and purchase intentions. Appeals to pride or guilt can influence eco-friendly buying, depending on consumers' environmental knowledge (Shimul and Cheah, 2023). Emotional responses to packaging cues - such as colours and images - also shape perceptions. Nguyen and D'Souza (2024) demonstrate that, acting as a peripheral cue, the colour green on recyclable packaging elicits positive emotions and perceived social value, thereby fostering pro-recycling attitudes. Value-based influences are equally important. Altruistic values - such as environmental concerns - emerge as stronger motivators of pro-environmental behaviour than egoistic ones, such as personal health benefits (Prakash et al., 2019; Kautish et al., 2022). These values strongly shape how consumers interpret and respond to sustainability claims on packaging. Finally, Cluster 2 underscores that emotions and values are not peripheral but fundamental drivers of sustainable consumption, complementing cognitive and normative explanations of the adoption of sustainable products
	Value-based Influence (24.4%)
CLUSTER 3: Consumer Awareness, Knowledge and Education (50.55%)	Gaps in Consumer Knowledge and the Need for Education (26.9%)	Impact of sustainability knowledge and information-seeking behaviour on consumption	environmental awareness; knowledge gaps; active information seeking; scepticism	On the one hand, Cluster 3 aligns with the Knowledge-Attitude-Behaviour model (Fishbein and Ajzen, 1974), which posits that awareness and knowledge are prerequisites for pro-environmental attitudes and behaviours. Two main themes emerge. First, the literature highlights persistent Gaps in Consumer Knowledge and the Need for Education: many consumers are unaware of the environmental impact of their choices, hindering sustainable behaviour. Educational campaigns, clear labelling, and institutional action can help close these gaps and promote sustainable consumption. Greater environmental knowledge is consistently associated with stronger trust in ecolabels and more positive attitudes towards sustainable products. Secondly, Information Seeking emerges as a crucial driver of sustainable purchasing. Consistent with information-seeking models of decision making, studies show that consumers actively look for sustainability-related information to align their choices with environmental values (Testa et al., 2020; Taufique et al., 2016). This behaviour is primarily driven by environmental concern, past eco-friendly behaviours, and a desire for internal consistency (Testa et al., 2020). It also reflects a commitment to environmental values and, in some cases, scepticism towards sustainability claims, which further motivates information search (Thøgersen and Nielsen, 2016). In conclusion, Cluster 3 shows that knowledge and active information seeking are key drivers of sustainable consumption in the food retail sector. It also highlights how educational gaps and consumer scepticism still hinder the translation of awareness into consistent sustainable choices
	Information Seeking and Decision-Making (23.6%)
CLUSTER 4: External and Internal Influences (57.93%)	Cultural factors, Social Norms and Peer Influence (12.5%)	Interaction of social, cultural, and personal factors shaping behaviour	social norms; peer influence; cultural and religious values; self-efficacy	Cluster 4 highlights how societal factors and personal beliefs jointly shape consumer behaviour. The analysis reveals that cultural factors, social norms and peer influence (external influences) significantly affect consumers' attitudes toward sustainable products. Accordingly, this cluster aligns with the Theory of Planned Behaviour (Ajzen, 1991), which lays the emphasis on attitudes, norms, and perceived control, and with Social Norms Theory (Cialdini et al., 1990), explaining how social expectations shape behaviour. Cultural values and religion can moderate the link between environmental attitudes and purchasing, while social norms strongly predict intentions, especially for recycled packaging (Zhang et al., 2022). Internal factors - attitudes, beliefs, and perceptions - also shape engagement with sustainable products. Consistent with TPB, those with higher perceived control and self-efficacy are more likely to consume sustainably (Santos et al., 2021), whereas scepticism can inhibit this. Transparent communication and trust-building are thus crucial for overcoming barriers and fostering purchase intentions. Overall, Cluster 4 shows that sustainable consumption in food retail stems from the interaction of social dynamics and individual cognition, highlighting the joint role of culture and agency
CLUSTER 4: External and Internal Influences (57.93%)	Subjective Perceptions, Attitudes and Beliefs (45.4%)
CLUSTER 5: Choices Related to Packaging and Branding (43.17%)	Considerations for Packaging Design (24.7%)	Role of packaging design and branding in shaping sustainability perceptions	visual cues; material choice; usability; authenticity; greenwashing	Cluster 5 highlights literature focusing on the Choices Related to Packaging and Branding. In line with Cue Utilization Theory (Olson and Jacoby, 1972), packaging and branding function as extrinsic cues that strongly shape consumer evaluations of sustainability in the food retail sector. Packaging design (e.g. recyclable, reusable, or multi-sensory) serves as a salient signal of sustainability, influencing both perceived environmental performance and willingness to pay (Magnier and Crié, 2015). Visual cues such as colours, images, and materials (e.g. recyclable, biodegradable) enhance eco-friendly perceptions, with green tones and symbols reinforcing sustainability (Thøgersen and Nielsen, 2016). Key attributes like usability and recyclability also influence purchase decisions (Nguyen and D'Souza, 2024). A smaller yet growing field of literature highlights packaging-free shopping, reflecting strong green values and a shift toward more sustainable consumption (Louis et al., 2021). Branding further supports trust and loyalty through transparent communication, while climate labelling promotes greener choices. Conversely, greenwashing erodes trust and reputation. Authenticity is therefore crucial for sustaining consumer engagement with sustainability. Overall, Cluster 5 shows that packaging design and branding are central - not peripheral - drivers of how sustainability is perceived, trusted, and acted upon in the food retail sector. By shaping evaluations, fostering trust through authenticity, and avoiding greenwashing, they serve as key levers for sustainable consumption
	Packaging-free shopping (2.6%)
	Impact of Branding (15.9%)

Note(s): Although analytically distinct, the thematic clusters exhibit a partial overlap, reflecting the fact that many studies simultaneously engage with multiple dimensions of sustainable consumption