Abstract
As consumers grow increasingly aware of the fashion industry’s environmental and social costs, eco-labelling has emerged as a key mechanism for brands to communicate their ethical commitments to consumers through product-level indicators presented at the point of sale. Consequently, these labels aim to influence consumer behaviour by shaping how sustainability is perceived, evaluated and acted upon during purchase decisions. While previous research demonstrates the effectiveness of eco-labels in purchasing contexts, there remains a greater need for theoretical and empirical synthesis, particularly within the context of the fashion industry. Therefore, the following study conducts an integrative narrative review to explore how contextual, individual and product-level factors influence consumer awareness, interpretation and behavioural responses to eco-labels and what label design characteristics enhance their credibility and persuasive impact. Findings reveal that consumer engagement with eco-labels and purchase intentions are predicted predominantly by psychological factors, such as pro-social attitudes and perceived control, which are moderated by product-level factors like price, label type and fashion type. The strongest eco-labels integrate third-party certification with emotionally engaging, intuitive visuals, enabling both central (reflective) and peripheral (intuitive) processing. Framed through the Theory of Planned Behaviour, Elaboration Likelihood Model and Signalling Theory, this review clarifies how design and perception interact to shape sustainable decision-making in customers. These insights offer a foundation for academic research that bridges consumer psychology and marketing communication, while also guiding brands and policymakers in creating more persuasive, trustworthy and accessible eco-labelling strategies.