Consumer perceptions of sustainability labels for alternative food networks

Purpose: Sustainability labels play a crucial role in providing consumers with quick and easily accessible information to assess the environmental, social and economic impacts of products. This research examines how different sustainability labels influence consumer perceptions and assessments of alternative food networks (AFNs). Design/methodology/approach: The authors conducted three cross-sectional studies to explore consumer perceptions of sustainability labels for AFNs. The authors tested labels representing the three sustainability dimensions, labels of different graphical quality and different awarding bodies. Findings: Consumers did not differentiate between sustainability dimensions but assessed labels in a holistic manner. The overall rating of a label positively influenced perceived sustainability. Self-designed and professionally designed labels had a positive effect on the intention to buy from an AFN. Professionally designed labels also enhanced the perceived authenticity of the networks. Notably, the source of the label, whether self-awarded or awarded by an official body, did not significantly impact consumer perceptions. However, interaction effects revealed professionally designed labels had a stronger positive effect on purchase intention when they were self-awarded. Practical implications: AFNs can derive benefits from using labels. Self-organized, non-profit AFNs are well advised to have labels professionally designed. Originality/value: This research contributes to the understanding of the effects of sustainability labels for community-based AFNs, diverging from the traditional focus on individual products.