Do Eco-labels Improve Brand Recall Among Envi...

Do Eco-labels Improve Brand Recall Among Environmentally Conscious Consumers? A Study on Sustainable Branding and Consumer Memory

Author Name : Raysal Singh

DOI: https://doi.org/10.56025/IJARESM.2025.130725

ABSTRACT As environmental issues gain urgency and public attention, brands increasingly rely on eco-labels to show their commitment to sustainability of the environment. This research paper reviews existing literature to answer a central question: do eco-labels improve brand recall among environmentally conscious consumers, and is their impact stronger in this group versus the general population? Drawing on research from marketing, consumer behaviour and sustainable branding, the paper finds that eco-labels act as effective reputational and memory cues, particularly for those with higher eco-literacy and personal environmental values. While eco-labels enhance trust and make brands more memorable for eco-conscious individuals, their effectiveness among broader audiences depends on label credibility, consumer education, and regulation. The review also focuses on challenges such as low eco-literacy, greenwashing and cost barriers that may limit the impact of eco-labels in driving brand recall and sustainable choices. Practical recommendations are offered for brands, policymakers and consumers to maximise the utility of eco-labels in the marketplace.