What determines consumers' use of eco-labels? Taking a close look at label trust

Eco-labels are informational cues that transform credence into quasi-search attributes but their influence on consumer decision making is often disappointing. This paper identifies antecedents of trust in, and use of, eco-labels, validating a theoretical model with data for four publicly managed organic labels (the EU green leaf three national from France, Germany Serbia). Drawing large dataset European consumers, the analysis reveals effect institutional an eco-label mediated by in eco-label. Trust positively affects Knowledge third-party certification The results suggest managers wishing to increase uptake labels, communicating verification as critically important cue enhancing trust. • Identifies eco-labels. Covers 4 labels: plus Serbia. Effect fully use. 3rd-party