Are all-encompassing better than one-trait sustainable labels? The influence of Eco-Score and organic labels on food perception and willingness to pay

Front-of-Package (FOP) labels have been used to inform consumers about the nutritional quality, specific attributes, and, more recently, the sustainability impact of food products. For nutritional labels, there is evidence that all-encompassing labels providing a summary score of a product's nutritional quality are effective in influencing consumer behavior, however less is known about the impact of sustainable labels. This research compares an all-encompassing sustainable label summarizing several sustainable product's features into one score, to a one-trait sustainable label focusing on one sustainable attribute. Two controlled online experiments compare an all-encompassing label (i.e., Eco-Score) to a one-trait label (i.e., organic label) and test how their presence influences consumers' willingness to pay. Study 1 (N = 290) shows that a positive all-encompassing sustainable label (Eco-Score B) does not result in a greater willingness to pay for a box of cereal when compared to no label, and to a one-trait sustainable label (organic), even though the Eco-Score incorporates the product's organic attribute in its assessment. Study 2 (N = 577) shows that consumers were willing to pay less for a product featuring an all-encompassing positive Eco-Score label, compared to the same product with an organic label. It also tests a mechanism behind this effect related to the perceived benefits evoked by the label: while the Eco-Score is perceived as only providing environmental benefits, the organic label also provides more concrete health benefits (i.e., it is good for one's health). Implications for public policy are discussed.