Eco labels in SA: consumers need more education

SOUTH Africans want to shop more sustainably, according to research published in the journal Sustainable Development. But most can't tell which products are environmentally friendly.

- MIEMIE STRUWIG & STORM WATSON

Some food manufacturers have introduced eco labels - a certification symbol placed on product packaging. This indicates the product meets specific environmental standards set by a third-party organisation.

These labels are meant to signal to consumers that a product has been produced in a way that limits harm to the environment. But our recent study with 108 South African consumers showed low recognition of eco labels, widespread confusion, and a need for clearer guidance.

The results show that most South African shoppers are unfamiliar with these labels or unable to differentiate between real and fictional ones.

In the EU eco labels like the EU Energy Label are easily understood and highly visible. They are also usually supported by government awareness campaigns. Other examples of labelling systems that work well include those of Germany and Japan. These countries show that long-term institutional support, mandatory labelling in key sectors, and consistent public messaging can greatly improve eco label recognition.