Instilling label confidence in the minds of consumers: The role of sustainability skepticism

Drawing from the persuasion knowledge model, the present research demonstrates how providing comparable sustainability labels (i.e., labels with numeric sustainability level information) can help consumers make more sustainable choices at the point of purchase for consumer packaged goods. We provide empirical evidence from a field experiment and an online experiment to show how the presence and source of sustainability labeling affect consumer perceptions. Notably, we show that highly skeptical consumers are influenced by the source of labeling, whereas less skeptical consumers are less affected by the source but strongly influenced by the presence of labeling. We also demonstrate both the boundary condition and underlying mechanism in the sustainability labeling process. Our findings provide insights for practitioners and policymakers interested in presenting sustainability information at the retail shelf to inform and influence consumer decisions.