South Africans want to shop more sustainably, according to research published in the journal Sustainable Development. But most can’t tell which products are environmentally friendly.
Some food manufacturers have introduced eco labels – a certification symbol placed on product packaging. This indicates the product meets specific environmental standards set by a third party organisation.
These labels are meant to signal to consumers that a product has been produced in a way that limits harm to the environment. But our recent study with 108 South African consumers showed low recognition of eco labels, widespread confusion, and a need for clearer guidance.
