The Label as a Value Instrument: Consumers’ Perception of Social and Environmental Certifications in Purchase Decisions

Abstract

This paper investigates the role of social and environmental labels as value-oriented instruments that shape consumer purchasing decisions in the context of responsible and sustainable consumption. The objectives of the study examine how such labels function as value carriers within the consumer decision-making process. The purpose is to highlight the ways in which certifications that communicate social responsibility and sustainability influence consumer perceptions, trust, and buying behavior. Previous research: The study builds on recent contributions in the fields of ethical marketing and sustainable consumer behavior. Prior studies have demonstrated that labels can serve as trust signals, reducing uncertainty and enhancing the perceived value of products. Methodology: A quantitative approach was employed, using a structured questionnaire administered to a sample of consumers, in order to assess the level of awareness and the importance attributed to social and ecological certifications. Results: The findings indicate a positive correlation between the perceived credibility of certifications and purchase intention. Consumers associate labels with ethics, transparency, and product quality. Implications: The research provides useful insights for marketers, regulatory bodies, and certification organizations, emphasizing the need for greater clarity and consumer education regarding the meaning and relevance of labels. Value of the study: This work contributes by offering an integrated perspective on social and environmental certifications as key determinants of consumer decision-making, and by proposing an updated understanding of the responsibility of the modern consumer.