A fenntarthatósági címkék hatékonysága jelentősen növelhető egyszerű vizuális módosításokkal, amint azt az Európai Unió „Zöld Levél” bio logóján végzett kutatás is bizonyítja. A bonni, newcastle-i és corvinusi egyetemek kutatói kimutatták, hogy ha a zöld, csillagokkal szegélyezett levél alakú logóhoz hozzáadják a „BIO” vagy az „ECO” feliratot (az ország nyelvének megfelelően), a fogyasztók sokkal egyértelműbbnek, megbízhatóbbnak és hasznosabbnak ítélik a címkét. Az elemzés szerint az átalakított logó közel 90%-os felismerhetőséget ért el, szemben az eredeti, csupán 70%-ot elérő verzióval, ami alapvetően hiányolta az organikus termékekre utaló egyértelmű jelzést.
A kutatás hét EU-országban, összesen 9500 válaszadóval végzett felmérések alapján hangsúlyozza, hogy a módosított címkék nemcsak növelték a megbízhatóság érzetét, hanem csökkentették a fogyasztói bizonytalanságot is. Érdekes módon az „EU által tanúsított” kiegészítés nem hozott további javulást, ami arra utal, hogy a probléma gyökere az organikus jelleg hiányának kommunikációs gyengeségében rejlik. A második, német résztvevőkkel folytatott vizsgálat pedig rávilágított arra, hogy a vásárlási szándékot közvetve, a csökkent bizonytalanság és a megnövelt bizalom révén befolyásolják pozitívan a módosított címkék.
A tanulmány következtetése szerint a fenntarthatósági jelzéseknek egyértelműen felismerhetőnek és értelmezhetőnek kell lenniük ahhoz, hogy hatékonyan segítsék a fogyasztói döntéshozatalt. Az egyszerű designbeli változtatások alacsony költséggel és erőfeszítéssel megvalósíthatók, ugyanakkor jelentős hatással lehetnek a fenntartható termékek iránti kereslet növelésére. 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Ez a cikk a Neural News AI (V1) verziójával készült.
Forrás: https://phys.org/news/2025-08-eu-sustainability-willingness.html.
A képet Tamara Malaniy készítette, mely az Unsplash-on található.
