Eco Labels in South Africa: Underachieving Their Intentions

Research published in the journal Sustainable Development reveals that South Africans are keen to make more sustainable shopping choices, yet many find it challenging to recognize eco-friendly products.

In response to this challenge, several food manufacturers have started to utilize eco labels—certification symbols on packaging that indicate a product meets specific environmental standards set by an independent organization.

These labels aim to inform consumers about products that have a minimal environmental impact. However, our recent study with 108 South African participants revealed low awareness of eco labels, significant confusion, and a clear demand for more straightforward guidance.

The results indicate that a majority of South African consumers are either not aware of these labels or struggle to differentiate between legitimate and misleading ones.

In the European Union, eco labels such as the EU Energy Label are well-known and easily interpreted, often with support from government awareness campaigns. Countries like Germany and Japan also have successful labelling systems.

These examples illustrate how ongoing institutional backing, mandatory labelling in critical sectors, and consistent public messaging can greatly improve eco label recognition.

Our research concluded that South Africa lacks national visibility and public education on eco labels, leaving even well-meaning consumers unsure about which labels to trust. We propose recommendations for businesses, government bodies, and nonprofits to ensure that eco labels are clear, prominent, and understandable.

Effective Eco Labelling

The EU Energy Label is applied to appliances such as refrigerators, washing machines, and light bulbs, denoting their energy efficiency on a scale from A (most efficient) to G (least efficient).

In nations like Germany and Japan, eco labels receive government support and are embedded within school curricula, public service announcements, and retail platforms.

Germany’s Blue Angel label, which signifies “environmentally friendly,” has been operational since the 1970s and is featured on over 12,000 products and services, including paper goods, cleaning supplies, paints, and electronics that meet rigorous environmental standards. This initiative is complemented by ongoing public education efforts.

In Japan, the Eco Mark identifies products with minimal environmental impact and is displayed on items like stationery, detergents, packaging, and appliances, often with additional explanations in stores to aid consumer understanding.

Challenges for South Africans in Recognizing Eco Labels

We conducted an organized online survey with 108 South African consumers, asking about their environmental awareness and their ability to identify both real and fictitious eco labels across ten images. According to a global directory of eco labels and environmental certification systems, approximately 50 eco labels are active in South Africa.

The EU Energy Label was the most recognized (87%).

The Afrisco Certified Organic label, an authentic South African certification, was the least recognized, acknowledged by only 22% of participants.

Fictional labels were often mistaken for genuine ones, indicating widespread confusion.

Only 3 out of 10 labels were recognized by at least half of the respondents, reflecting an overall lack of awareness about eco labels. The recognized examples included the Energy Star Eco label, the EU Energy label, and the Forest Stewardship Council label.

Our analysis determined that age and employment status were significantly related to environmental awareness, with older and employed individuals demonstrating a higher level of understanding.

These insights suggest that consumers are not opposed to eco labels; they simply lack the knowledge and confidence to leverage them effectively.

Eco labels can foster brand loyalty, promote green purchasing habits, and support national sustainability goals. However, they can only achieve their purpose if consumers can recognize and trust them.

In South Africa, inconsistencies in usage, small label sizes, and insufficient consumer education prevent eco labels from effectively fulfilling their intended roles.

Recommendations for Businesses

Based on our findings, we recommend the following actions:

• Utilize recognized and reputable labels: Third-party certified labels are more trustworthy.
• Enhance label visibility: The EU Energy Label, recognized most in our study, is also the most prominently displayed. Smaller, cluttered logos frequently go unnoticed.
• Educate your audience: Clearly explain the meanings of eco labels through packaging, marketing, and digital channels.
• Collaborate with government and NGOs: Awareness initiatives at national and community levels can help create a standardized understanding of eco labels.
• Tailor communication efforts: Awareness campaigns should consider age and employment demographics, as these influence levels of environmental engagement.

Looking Ahead

South Africans are ready to support environmentally friendly products, but they need help in identifying them.

Businesses, government entities, and nonprofits each play an important role in clarifying, increasing the visibility of, and building trust in eco labels.

Eco labels must evolve beyond being mere symbols. They should act as transparent and trustworthy tools, serving as a pathway to more sustainable shopping.

Miemie Struwig, Professor, Department of Business Management, Nelson Mandela University and Storm Watson, Lecturer in Business Management, Nelson Mandela University

This article is republished from The Conversation under a Creative Commons license. Read the original article.