Eco-labels in Germany

Eco-labels have become an important tool for German marketers, particularly within the fast moving consumer goods (FMCG) sector, to communicate product-level sustainability information to consumers. Within this context, this paper has two main objectives: first, to explore the attitude of green German consumers towards 'third-party' certified eco-labels and 'self-declared' eco-labels; and second to unveil which elements of an eco-label influence German consumers' purchase intentions. This study uses an intensive research approach, by means of in-depth personal interviews of German green consumers. The results of this study indicate that German consumers have a more positive attitude towards 'third-party' certified eco-labels than 'self-declared' eco-labels, where trust is the most important factor influencing German consumers' purchase intention. Findings have revealed that trust is built on: government involvement during certification; eco-label reputation; and clarity of the information presented in the label. The findings of this research make a contribution to the existing literature by extending current knowledge within this domain and identifying those eco-label elements that influence the purchase decision process of German green consumers.