Sustainability on the Tag: An Integrative Review of Consumer Interpretation and Design Influence on Eco-Labels in Fashion

2.1 Research Questions

The aims of this narrative literature review can be broadly decomposed into two research questions. Firstly, the review aims to explore the contextual, individual and product-level factors that influence how consumers perceive and respond to eco-labelled fashion products, particularly in relation to trust, understanding and purchase motivations. Secondly, it aims to examine the design-side attributes of eco-labels that enhance their perceived credibility and persuasive value within fashion retail environments. These aims can be articulated through the following research questions:

• RQ1: How do contextual, individual and product-level factors influence consumers’ awareness, interpretation and behavioural responses to eco labels on fashion products?

• RQ2: What label design characteristics enhance the credibility and persuasive impact of eco-labelling in fashion purchasing contexts?

RQ1 explores how consumer engagement with eco-labelled fashion is shaped by a combination of individual values and attitudes, product-specific attributes such as price and label type and wider contextual influences including cultural norms and retail settings (Torma & Thøgersen, 2021). These factors influence how consumers interpret and respond to the information conveyed by eco-labels, shaping their evaluations of the products to which such labels are affixed. Crucially, for consumers already motivated by sustainability concerns, eco-labels can facilitate the translation of pro-environmental intentions into actual purchasing behaviour.

RQ2 shifts focus to the communicative design of eco-labels, investigating how elements like certification type, visual presentation and clarity of messaging influence consumer perceptions of credibility and persuasiveness. In the fast-paced fashion retail environment, where consumers have limited attention and often question sustainability claims, well-designed labels play a pivotal role in guiding purchasing behaviour practices (Ziyeh & Cinelli, 2023). Thereby, this question aims to uncover which design features most effectively enhance consumer trust and promote sustainable choices.

By addressing these research questions, this review aims not only to identify gaps within the existing academic literature, but also to generate practical insights relevant to eco-label design, consumer targeting strategies and broader sustainability-oriented policymaking.

2.2 Research Method

An integrated-narrative literature review (INLR) was conducted in accordance with the framework proposed by Whittemore and Knafl (2005). INLRs are uniquely suited to synthesise knowledge in complex and descriptive fields as they allow for the inclusion of both empirical and theoretical studies, spanning qualitative, quantitative and mixed-method designs (Whittemore & Knafl, 2005). This methodological flexibility enables the extraction of rich, descriptive insights from a wide range of sources, which is essential when examining multidimensional phenomena like the consumer behaviour behind eco-labelled fashion products (Cronin & George, 2020). Furthermore, insights from INLRs are generally framed against a theoretical framework enabling deeper engagement with the literature, rather than an analysis of selected studies alone (Oermann & Knafl, 2021). Altogether, this approach would ensure that the insights of this review can be relevant to both general and academic audiences.

In order to ensure that a high-quality sample of studies was used for synthesis, it was crucial that clear guidelines were followed during the literature search stage of the integrative narrative review (Whittemore & Knafl, 2005). Therefore, to conduct a focused search, EBSCO, JSTOR, ProQuest, Scopus, Google Scholar and Web of Science were selected as the primary database aggregators that sourced the studies that made up the sample. The search strategy used a targeted Boolean query combining eco-labelling terms (eco-label OR eco-labelling OR sustainable label OR green label OR carbon label), fashion terms (fashion OR apparel OR clothing OR textiles OR garments) and consumer behaviour across titles, abstracts and full texts (Table 1). Additionally, a snowballing technique was applied, searching reference lists of relevant articles to identify further studies that met the inclusion criteria. These combined strategies ensured a final sample of highly relevant articles that effectively address the research questions of this review.

To further refine the sample’s quality and relevance, five inclusion criteria were applied. These were: (1) studies published between 2005 and 2025 to ensure both contemporary relevance and sufficient temporal depth, capturing shifts in consumer behaviour and sustainability discourse over time; (2) peer-reviewed journal articles, book chapters and select grey literature with demonstrable scholarly merit, allowing for both academic rigour and practical insight; (3) literature available in English to maintain consistency in interpretation and accessibility across sources; (4) research explicitly addressing eco-labelling or sustainable purchasing within fashion or textile-related consumer contexts, ensuring thematic alignment with the review’s focus; and (5) studies that examined consumer attitudes, decision-making processes, behavioural responses or label design characteristics. These criteria were chosen to balance methodological robustness with conceptual relevance, ensuring that the final literature sample could meaningfully inform both theoretical framing and practical recommendations.

2.3 Theoretical Framework

Finally, the insights gathered through this review were framed by applying a hybrid theoretical framework using three dominant and complementary theories within consumer behaviour: The Theory of Planned Behaviour (TPB), Elaboration Likelihood Model (ELM) and Signalling. The TPB, formulated by Ajzen (1991), is a foundational framework in consumer behaviour that explains how individuals’ attitudes, subjective norms and perceived behavioural control shape their intentions and actions (Brandão & Costa, 2021; Goel et al., 2025). In the context of sustainable fashion, TPB has been applied to examine consumer intentions, with studies suggesting that positive attitudes towards eco-friendly products, perceived social pressures to act sustainably and consumers’ beliefs in their ability to make a difference can serve as important predictors of intentions to purchase ethical clothing. (Brandão & Costa, 2021; Kaur et al., 2023). Recent extensions to TPB have incorporated additional factors like eco-shame and justification of unethical behaviour, showing how emotional responses and rationale can mediate or widen the gap between intention and action (Nicolau et al., 2024). These findings reinforce TPB’s usefulness in not only understanding why consumers purchase eco-labelled fashion products, but also the barriers that disrupt their sustainable purchasing intentions.

In contrast, the ELM and Signalling Theory enrich the internal–external dynamics outlined in TPB by accounting for how consumers process and interpret sustainability information. ELM (Petty & Cacioppo, 1986) delineates two distinct cognitive pathways through which consumers engage with eco-labels: the central route, involving deliberate scrutiny of message content when motivation and ability are high and the peripheral route, where judgements are shaped by surface-level cues such as label aesthetics, endorsements, or credibility markers under lower cognitive involvement (Oh & Jasper, 2006). Signalling Theory (Spence, 1978) complements this by conceptualising eco-labels as market signals that aim to reduce information asymmetry, particularly in credence goods like sustainable fashion, where consumers cannot verify environmental claims directly (Atkinson & Rosenthal, 2014). When integrated, these three frameworks offer a comprehensive lens for addressing both research questions: TPB identifies the psychological precursors (attitudes, norms and control) that drive purchasing, ELM clarifies the cognitive routes through which consumers interpret label stimuli, and Signalling Theory explains how label features such as clarity, credibility and third-party certifications act as signals that enhance or undermine consumer trust. A visual summary of this theoretical framework is presented in Figure 1 for illustration purposes.

Figure 1

2.4 Study Selection

The cumulative search strategies described in Section 2.2 resulted in a final sample of 42 research articles. Although software tools were not employed for automated screening or data extraction, the use of advanced search functions and strict inclusion criteria ensured that all selected studies were highly relevant and appropriate to the research questions. The final literature sample was methodologically and geographically diverse, drawing from multiple databases and search engines, spanning a range of publication years and encompassing studies from key regions including the US, UK, Eastern Europe, India and China.

To present the key characteristics of this sample, Figure 2 provides a flow diagram illustrating the screening process, including the number of articles excluded and included at each stage. Table 2 lists the final articles, summarising their title, author(s), year of publication, methodology, sample characteristics and main findings. Together, these data instruments provide a clear overview of the literature landscape and form the basis for the thematic and theoretical synthesis presented in the discussion section of this narrative review.

Figure 2

3.1 Psychological Drivers: The Role of Attitudes, Values and Perceived Behavioural Control

Across the literature, it was evident that individual factors, referring to internal psychological dispositions that shape how individuals perceive, evaluate and act upon information, played a critical role in whether consumers pursued eco-labelled clothing options (Torma & Thøgersen, 2021). These factors not only predict the likelihood of purchasing eco-labelled fashion but also the extent to which consumers interpret and integrate eco-labels into their decision-making. Evidence shows that individuals with stronger pro-environmental attitudes, ethical value orientations and a heightened sense of personal efficacy are more receptive to sustainability cues and more inclined to incorporate eco-labels into their choices (Zhang et al., 2025). Conversely, consumers with weaker perceived behavioural control, lower sustainability engagement or limited confidence in their ability to make a meaningful impact tend to overlook or discount eco-label information, giving priority instead to more immediate drivers such as price, convenience and aesthetic attributes (Blas Riesgo et al., 2022).

One key insight across the literature is the bidirectional relationship between consumers’ attitudes towards sustainability and the presence of eco-labels. This entails that either pre-existing positive attitudes towards sustainability increase the likelihood of purchasing eco-labelled textiles or that the eco-labels themselves act as stimuli that signal responsible production practices and reinforce consumers’ intentions to choose sustainable fashion (Zhang et al., 2025). In the former case, historic studies confirm that consumers’ positive attitudes towards mitigating socio-environmental issues can significantly enhance the likelihood of consumers responding favourably to eco-labels, as these attitudes are frequently retrieved and applied during everyday consumption decisions (Dreyer et al., 2016; Goswami, 2008; Hustvedt & Bernard, 2010). Such consumers also demonstrate more varied purchasing behaviour toward eco-labelled fashion because their stronger attitudes lead to deeper and more interpretive evaluations of label content, in contrast to individuals with weaker sustainability orientations (Hustvedt & Bernard, 2008). Conversely, in the latter case, eco-labels themselves can serve as catalysts for attitude formation or change by prompting consumers to reconsider sustainability at the point of sale (Zhang et al., 2025; Žurga & Tavčer, 2014), particularly when the labels highlight politically relevant causes or are connected to tangible initiatives such as donations or community campaigns (Clancy et al., 2015).

Complementary to these insights, it should also be acknowledged that strong sustainability attitudes, while influential, do not invariably translate into purchasing behaviour. This reflects the broader attitude–behaviour gap, commonly observed within fashion retail contexts, where consumers’ expressed ethical concerns fail to manifest in actual purchasing decisions (Reimers et al., 2016). In the study of eco-labels specifically, empirical evidence demonstrates that although consumers express willingness to pay more for certified clothing, only a small proportion follow through, largely due to label proliferation and inconsistent standards that weaken the motivational power of sustainability cues (Žurga & Tavčer, 2013; Blas Riesgo et al., 2022). Furthermore, attitude–behaviour gaps are often driven by weak product benefits wherein sustainable garments fail to deliver quality, comfort, convenience, or emotional benefits needed to justify a purchase decision (Perry & Chung, 2016). Together, these findings suggest that eco-labels may face limitations in converting positive attitudes into purchasing behaviour, particularly when consumers feel uncertain about label meaning or perceive only modest added value beyond environmental signalling. Consequently, while eco-labels can contribute to shaping or strengthening sustainability attitudes, their ability to support consistent behavioural change appears to depend on the extent to which these structural and perceptual barriers are mitigated.

In addition to existing attitudes, past experience, personal values, and perceived behavioural control can also predict consumer purchasing of eco-labelled clothing. In general, evidence indicates that consumers with more extensive shopping experience in fashion contexts are better equipped to recognise and critically evaluate eco-labels, particularly when these are displayed on physical product cues like hang tags (Gam et al., 2014; Hyllegard et al., 2012). Furthermore, personal relevance appears to be a key determinant of eco-label impact, with evidence suggesting that labels are more likely to shape attitudes and intentions when consumers perceive the product as meaningful to their lifestyle, values, or specific beliefs (Kang et al., 2013). Recent research confirms the centrality of this determinant by demonstrating that consumers who prioritise specific sustainability dimensions, such as fair labour practices or children’s health, are emotionally compelled at the point of sale to select textiles with labels reflecting these concerns, even without technical comprehension of the label itself (Ritch, 2020; Williams & Hodges, 2022). Apart from personal relevance, consumers are more responsive to sustainability labels when they experience a sense of personal control over the purchasing process, for example, during personal purchases, compared to situations with limited agency, such as gift-buying, where the propensity to overlook ethical attitudes is higher (Ma et al., 2017; Rese & Baier, 2024). Nevertheless, when personal values align with sustainability, and consumers feel a sense of control in the purchasing process, Type I eco-labels, those backed by third-party certifications, emerge as the most effective (Behre & Cauberghe, 2025). This label typology appears to foster greater trust and is often associated with stronger intentions to purchase eco-labelled fashion items, suggesting its potential as an effective mechanism to elicit sustainable choices. Taken together, these insights highlight that personal values, perceived control and attitudes constitute central factors shaping how consumers interpret and respond to eco-labels in fashion contexts.

The Theory of Planned Behaviour (TPB) offers a focused lens to understand how individual factors, particularly attitudes, personal values and perceived behavioural control influence consumers’ intentions to consider and purchase eco-labelled textiles. As aforementioned, positive attitudes toward sustainability, comprising values and cognitions such as social responsibility and environmental concern, enhance the likelihood that consumers will respond favourably to eco-labels (Brandão & Costa, 2021). These attitudes are reinforced when consumers emotionally connect with labels that reflect values such as fair labour practices, even in instances where they lack the technical knowledge to evaluate eco-labels critically. Moreover, subjective norms play a significant role in fostering a favourable response, as consumers are influenced by the social and political relevance conveyed through labels linked to community initiatives or credible third-party certifications, which bolster trust and perceived legitimacy. Meanwhile, perceived behavioural control, referring to consumers’ beliefs in their capacity to make sustainable choices (Kaur et al., 2023), increases when they actively select products themselves rather than being passive recipients of information. However, TPB alone does not fully account for how consumers assess the credibility of eco-labels in contexts characterised by information asymmetry. This is where Signalling Theory becomes essential: eco-labels function as signals that reduce uncertainty by communicating otherwise hidden environmental and ethical attributes of products (Atkinson & Rosenthal, 2014). The effectiveness of these signals depends critically on their credibility — Type I and Type III labels, which involve independent third-party verification, serve as costly and difficult-to-imitate signals that convey genuine commitment to sustainability, whereas Type II labels, being self-declared and unverified, are more susceptible to greenwashing and consumer scepticism (Behre & Cauberghe, 2025; Bottega et al., 2024). Together, the integration of TPB and Signalling Theory thus reveals a complementary relationship: while TPB explains the internal psychological mechanisms that predispose consumers towards sustainable purchasing, Signalling Theory addresses the external informational cues that either facilitate or hinder the translation of these intentions into behaviour.

3.2 Product-Level and Contextual Cues: Shaping Consumer Interpretation and Response

Beyond individual psychological factors, consumer responses to eco-labelled fashion are also shaped by product-level factors, such as the intrinsic attributes and characteristics of the product itself (e.g., price, fashion type and label typology), as well as contextual factors, which refer to situational influences during purchase decisions (e.g., shopping environment, social influence and brand reputation) (Thøgersen et al., 2010). While psychological factors influence how consumers perceive and evaluate sustainability claims, product and contextual factors can either reinforce or attenuate these effects (Torma & Thøgersen, 2021). By explicitly examining these dimensions, this review emphasises that eco-label effectiveness arises not only from individual factors but also from the interaction of individual, product-level and situational contexts.

One key product-level factor that was highlighted across multiple studies is the price of eco-labelled fashion items, which plays a significant role in moderating consumer evaluations during the purchase journey (Ritch, 2020). Empirical research suggests that price remains a predominant factor in consumer evaluations within fashion contexts (Lou & Xu, 2024), with one study reporting that it accounts for nearly 54.2% of purchasing decisions within this domain (Blas Riesgo et al., 2022). These findings could downplay the effectiveness of eco-labels in certain contexts and further fuel the attitude-behaviour gap that is observed across the fashion industry (Perry & Chung, 2016). Nevertheless, while price can act as a barrier for some, historic findings still suggest that ethically conscious consumers tend to be less price-sensitive, as their purchasing decisions are more strongly guided by personal values than by cost considerations (Goswami, 2008; Koszewska, 2011). More recent research, however, points to a more complex role for price, indicating that this factor can heighten evaluative scrutiny even amongst the most ethically conscious consumers. For example, one study on online fashion purchases found that consumers respond more favourably to eco-labels when accompanied by consistent signals such as premium pricing, while items with sales discounts exert less influence unless the product is explicitly positioned as high-end (Feuß et al., 2022). Another study helps explain this effect by suggesting that consumers’ limited confidence in assessing eco-labels often leads them to rely on extrinsic cues such as price and brand reputation as markers to verify the label’s credibility (Byrd & Su, 2020). Consequently, this illustrates how price, alongside other extrinsic cues, can heuristically modify consumer interpretations of eco-labelled clothing by acting as simplified markers of credibility and value (Ritch, 2015). Despite these heuristics, the importance of clear and trustworthy labels is not understated, with one study reporting that graded eco-labels with scores produced the strongest shift amongst consumers towards sustainable clothing items (Timmons et al., 2024). Ultimately, price appears to be a powerful product-level cue that can either support or hinder purchase intentions by moderating consumer thought process, although its influence is still contingent on how adept consumers are at decoding textile eco-labels.

In addition to price, other product-level factors surfaced across the literature, with one determinant being the typology of the label itself. In general, eco-labels can be classified into one of three typologies: Type I labels, which are third-party certified and evaluate overall environmental performance; Type II labels, which comprise of self-declared environmental claims issued by manufacturers or retailers; and Type III labels, which provide quantitative and detailed life-cycle-based information (Koszewska, 2011; Ziyeh & Cinelli, 2023). Although studies on label typology within fashion-purchasing contexts remain fairly limited, the available evidence indicates that Type I labels foster the highest levels of trust and exert the strongest influence on purchase intentions, whereas Type II labels are frequently regarded as greenwashing and Type III labels are often considered overly complex, thereby reducing their likelihood of consumer consideration (Koszewska, 2021). This insight aligns with established knowledge, indicating that the simplicity and third-party assurance provided by Type I eco-labels function as effective heuristic cues, helping to bridge transparency gaps, thereby strengthening consumer confidence and purchase intentions (Atilgan, 2017; Ratnaparkhi & Deole, 2022). In contrast, Type II labels are frequently perceived as self-serving or greenwashing, particularly when environmental claims are difficult for consumers to verify, which can undermine trust and reduce purchase likelihood (Bottega et al., 2024). Although Type III labels offer comprehensive life-cycle information, they are often regarded as cognitively demanding, limiting their accessibility and direct impact on consumer decision-making (Koszewska, 2021). Nevertheless, when contextualised with actionable guidance on upstream and downstream environmental impacts, Type III labels can support more informed and reflective consumption among highly engaged consumers (Diekel et al., 2021; Jayasooriya & Ranasinghe, 2023).

Across all typologies, consumers also rely on tangible garment attributes, such as texture, colour and fit, to make rapid judgements, consulting fibre content and care labels primarily under conditions of uncertainty. Misinterpretations are common, for example, assuming all natural fibres are inherently sustainable or equating country of origin with ethical or quality standards, revealing persistent gaps in consumer knowledge (Laitala & Klepp, 2013). Collectively, these findings underscore that the effectiveness of eco-labels is contingent not only on certification type but also on clarity, credibility and alignment with consumer heuristics, highlighting the need for carefully designed labels that balance informational richness with usability.

Although contextual factors are not always explicitly examined in fashion-focused eco-label research, prior findings can be inferred to suggest that situational variables do influence consumer evaluations of eco-labelled clothing. For instance, Feuß et al. (2022) and Hamlin and McNeill (2023) demonstrate that retail settings and product positioning shape how eco-labels are interpreted, while Hustvedt and Bernard (2008) show that consumers respond more favourably to labels referencing familiar or local organisations, materials, or standards. Furthermore, the type of fashion also plays a contextual role, with one recent study reporting that in the case of fast fashion, consumers adopt nominal processing, whereby the mere presence of a targeted ethical label was sufficient to influence purchase intention, illustrating minimal cognitive engagement (Hamlin & McNeill, 2023). This contrasts with slow-fashion contexts, where consumers engage in deeper processing and scrutinise eco-labels more carefully, focusing on their credibility and relevance to sustainable values (Domingos et al., 2022). Overall, although research on contextual factors in fashion eco-labels remains scattered, they can be inferred from existing empirical evidence. Together, they shape not only how labels are interpreted but also the depth of consumer processing, suggesting that eco-label effectiveness cannot be understood in isolation from the broader consumption environment.

Integrating these insights into the theoretical framework, it becomes evident that product-level and contextual factors can be as influential as individual-level determinants in shaping consumer engagement with eco-labelled fashion. While much of the literature has focused on internal psychological mechanisms such as attitudes, norms and perceived behavioural control, external cues play a critical role in how consumers interpret and respond to sustainability claims. According to Signalling Theory (Spence, 1978), consumers often face uncertainty when evaluating the credibility of eco-labels, particularly in markets saturated with competing claims and limited transparency. In such contexts, observable product cues—such as label type, price, material quality and brand reputation—serve as heuristic signals that help reduce information asymmetry and guide consumer interpretation (Atkinson & Rosenthal, 2014). This aligns with the “cue-consistency” concept described by Feuß et al. (2022), which suggests that consumers actively seek coherence between different product attributes and their pre-existing beliefs about sustainability. For example, a Type I label may be perceived as more credible when paired with premium pricing and high-quality materials, whereas the same label on a low-cost, trend-driven item may trigger scepticism or disengagement. In line with the Theory of Planned Behaviour, such cues can either reinforce or disrupt consumers’ intentions to purchase sustainably, depending on how well they align with perceived behavioural control and normative expectations. Although empirical evidence remains limited, emerging research suggests that the persuasive power of eco-labels is significantly enhanced when supported by congruent signals—such as third-party verification, transparent supply chain information and sensory indicators of quality—that collectively strengthen perceived authenticity and reduce cognitive dissonance at the point of decision-making.

3.3 Demographic Patterns: Intersections of Age, Gender, Income and Education

In addition to individual, product-level and contextual factors, various demographic patterns also emerged in the literature. Previous marketing-related studies demonstrate that demographic factors shape consumer behaviour in cause-related contexts by influencing ethical orientation and receptivity to value-driven messaging (Gupta et al., 2015). These factors, commonly encompassed within the social sciences, span characteristics such as income, residential location, gender, age, marital status and educational attainment (Honelová & Vidovićová, 2023). Among the various influencing factors, this review generally finds that younger, educated and higher-income female consumers tend to be the most responsive to eco-labelled fashion products. However, such demographic patterns should be interpreted with caution, as variations in study design, sample characteristics and cultural context may significantly limit their transferability and practical application.

Age, education and income consistently emerged as important demographic factors that shape how consumers engage with eco-labels, though their influence is often interrelated and context-specific. For instance, younger consumers tend to show greater openness toward eco-labels (Van der Merwe et al., 2013), with one recent study reporting particularly high engagement among Generation Z denim buyers, where tech-enabled eco-labels yielded stronger purchase intentions (Lou & Xu, 2024). In general, the younger segment demonstrates greater awareness and concern for sustainability-related causes, supported by media exposure, digital literacy and constant engagement with social platforms that amplify environmental and social discourse (Henninger, 2015; Lou & Xu, 2024). Despite this, their heightened awareness and prosocial attitudes do not consistently translate into confident eco-label use or actual purchasing, thereby reinforcing the attitude–behaviour gap noted in previous sections (Rahman & Kharb, 2022). One study attempts to delineate this gap within younger consumers by showing that, although they express concern for sustainability, eco-labelled items are often perceived as too costly or lacking authenticity, which leads to hesitation at the point of purchase (Henninger, 2015). This suggests that the knowledge-behaviour gap is not rooted in attitudinal disinterest, but in perceived barriers that disrupt the translation of intent into action. In contrast, while older consumers (typically aged 45-54) are generally less likely to evaluate and consider eco-labels during fashion purchases (Aspers, 2008; Cho et al., 2024; Henninger, 2015), evidence from a specific study conducted on South Africans’ textile label literacy, indicates that they are gradually exhibiting more consistent cognitive engagement with eco-labelled fashion, challenging the assumption that older generations consistently lack ethical-consciousness (Dreyer et al., 2016). Income further complicates this demographic landscape: although higher-income individuals are generally more responsive to eco-labels (Aspers, 2008), low-income students exhibited superior objective label comprehension, suggesting that education, rather than income alone, plays a more decisive role (Dreyer et al., 2016). This insight is verified by multiple research papers, which show that consumers with higher educational qualifications are more likely to scrutinise eco-labels, especially when the label content aligns with their self-perceived knowledge of textile material (Aspers, 2008; Ritch, 2021; Van der Merwe et al., 2013). According to Abu Bedor et al. (2021), education is a critical driver of sustainable fashion purchasing, as it equips students with green skills, environmental awareness and the ability to critically assess sustainability claims without resorting to cognitive biases. However, the same researchers caution that without practical lessons linking sustainability studies to real purchasing decisions in education practice, this advantage may remain abstract, leaving students aware in theory but disengaged in practice. Overall, these findings highlight the need to embed sustainability education more holistically, ensuring that eco-label engagement is supported by both cognitive understanding and actionable pathways in consumer practice.

Gender and race also emerged in some studies, but were comparatively underexplored with regard to how they shape consumers’ responses to eco-labels. Female consumers, particularly college students (Hyllegard et al., 2014), who tend to shop more frequently and report higher involvement in fashion decisions, are more likely to notice and interpret eco-labels or pro-social marketing claims, which in turn, positively predict stronger purchase intentions (Hyllegard et al., 2012). This has been attributed to greater exposure to socially responsible messaging and a history of engagement with sustainable materials among female consumers (Aspers, 2008; Ritch, 2021). Even though younger women in particular show greater awareness of sustainability labels, both genders often prioritise tangible product cues such as fit, comfort and style over ethical concerns in the long run (Rahman & Kharb, 2022). Race and ethnicity, while rarely a central focus in the literature, show some influence; for example, Hispanic consumers demonstrated a negative willingness to pay for certain sustainability claims, potentially due to cultural distrust or unfamiliarity, whereas regional identity, such as being at a local fashion store was linked to more consistent valuation of eco-labelled goods (Hustvedt & Bernard, 2008). Although findings on race are limited, the cross-cultural range of studies generally points towards a shared pattern: younger, educated and higher-income consumers, regardless of specific demographic differences, remain most likely to engage with and interpret eco-labels within fashion contexts.

While demographic characteristics are not explicitly included in the TPB framework, they function as important background variables that can indirectly shape the core components of the TPB model: attitudes, subjective norms and perceived behavioural control (Ajzen, 1991). For example, younger or more educated consumers may possess greater exposure to sustainability discourse through media narratives and online communities, thereby cultivating more favourable attitudes or confidence in their ability to identify and act on eco-labels. Applying similar logic, consumers with higher incomes can marginally increase their perceived behavioural control by mitigating the weight of high prices in purchasing sustainable eco-labelled fashion items. Although these theoretical applications are inferential, they do highlight how demographic factors can be useful predictors of consumers’ response to eco-labelled fashion products. Despite this, it is still important to recognise that the influence of these demographic indicators is highly context-dependent and often inconsistent across regions, cultures and timeframes. As D’Souza et al. (2007) argue, demographic patterns in eco-labelling contexts should only be interpreted as proxy factors that shape consumer behaviour in generalised terms. While education was found to be a significant and consistent factor, the most robust and useful factors in predicting eco-labelled textile purchases appear to be individual, contextual and product-level factors as explored in previous sections.

3.4 Establishing Trust Through Design: Signals of Eco-Label Credibility

These final two sections primarily address RQ2 by examining how specific design-side features of eco-labels, such as visual clarity, third-party verification and message congruence, shape their perceived credibility and persuade consumers within fashion contexts. Framed through Signalling Theory, these labels act as critical tools for reducing information asymmetry, enabling consumers to assess otherwise hidden environmental or social attributes (Atkinson & Rosenthal, 2014). Hence, their interpretation is shaped by the design, specificity and perceived credibility of the label, exerting a decisive influence on consumer trust formation and purchase intentions (Zhang et al., 2025). One dominant theme that emerged across the literature is that eco-label credibility is not merely a function of verification or data accuracy, but of how well the label’s design activates latent consumer attitudes, reduces ambiguity and affirms existing prosocial values at the point of decision-making.

Consistently across the literature, clear eco-labels that outline defined sustainability criteria and identify a certifying organisation are shown to be more trusted by consumers (Cho et al., 2024; Ritch, 2021; Zhang et al., 2025; Ziyeh & Cinelli, 2023). Among the three label typologies, Type I labels, which involve third-party verification and predefined standards (e.g., GOTS or Fair Trade), are generally seen as the most credible due to their objectivity and perceived independence (Koszewska, 2021; Ritch, 2015). However, some fairly limited evidence suggests that in certain contexts, the presence of a Type I label alone may be insufficient to significantly shift purchase intentions and actions. For example, two studies reported that consumers still struggle to recognise Type I labels, owing to the sheer volume of competing eco-labels in the marketplace, which makes them difficult to distinguish unless paired with simple visuals or logos that aid quick recognition (Rahman & Kharb, 2022; Ritch, 2021). Furthermore, Behre and Cauberghe (2025) found that third-party eco-labels only significantly enhance credibility when accompanied by specific sustainability claims that align with consumer expectations, such as statistical evidence of carbon reduction. To illustrate this point, Williams and Hodges (2022) found that third-party eco-labels are more effective when complemented by visually engaging features such as colour codes, indices and data visualisations embedded within the label itself. This could suggest that the design strength of eco-labels in shaping perceived credibility rests on two interrelated factors: the ease with which consumers recognise the label and the clarity of its visual data presentation. Importantly, this points to a broader dynamic in which credibility is not only a function of certification but also of communicative design, where recognisability and transparency work together to sustain consumer trust. Altogether, these findings imply that credible label design may hinge on a balance of certification, clarity and alignment with consumer values, ensuring that what is promised by the logo is substantiated by the messaging it conveys.

Contrary to the widespread trust placed on Type I eco-labels by consumers, Type II and Type III labels are often shown to undermine perceived credibility (Koszewska, 2021). Specifically, Type II labels risk being interpreted as greenwashing attempts while Type III are unlikely to be considered within consumer environments due to their inherent complexity (Koszewska, 2011). As discussed previously, when uncertainty or scepticism arises, trust in the eco-label may diminish, prompting consumers to validate its credibility using alternate means. In these cases, consumers engage in “cue-consistency” strategies, cross-referencing the label against other observable product attributes such as price, placement or visual presentation as identified in a limited sample of studies. For example, one study demonstrated that consumers actively compare eco-label claims with these additional cues to assess authenticity and gauge whether the product genuinely aligns with sustainable practices (Feuß et al., 2022). Similarly, in another study, price alongside the reputation and reliability of the retailer were used as heuristic cues when evaluating eco-labels (Ritch, 2015). These cognitive thought processes illustrate that when labels are ambiguous or lack credibility, consumers default to familiar shortcuts, potentially overshadowing sustainability attributes in their purchasing decisions. Emerging research suggests that technological solutions may help strengthen trust in environmental claims and manufacturer labels. Lou and Xu (2024) found that blockchain-based eco-labels, which provide verifiable, immutable supply chain information accessible via QR codes, increased credibility and engagement, particularly among sustainability-conscious consumers and digitally fluent groups such as Gen Z. By enabling traceability and transparent verification, these digital labels can complement traditional visual cues, helping consumers rely less on heuristic shortcuts and more on objectively validated sustainability information.

Integrated into the theoretical framework, these findings reflect the interplay between ST, the TPB and the ELM in shaping consumer responses to eco-labels. From a signalling perspective, third-party certifications, clear criteria and consistent visual cues serve as high-quality signals that reduce information asymmetry and help consumers assess the trustworthiness of sustainability claims (Spence, 1978). When such signals are strengthened through specificity and simplicity, they have the capacity to activate or retrieve consumers’ positive attitudes, thereby enhancing the likelihood of label-driven purchasing (Ajzen, 1991). ELM further clarifies how consumers process these signals: when motivation and ability are high, individuals engage in central processing, scrutinising label content and underlying standards; when these conditions are absent, consumers rely on peripheral cues (Petty & Cacioppo, 1986). This dual-route processing highlights the importance of designing labels that are not only credible but also cognitively accessible across varying levels of consumer involvement. However, when signals are weak, inconsistent, or overly technical—as is often the case with Type II or even some Type III labels—consumers are compelled to seek cue consistency by relying on proxy indicators such as price or brand reputation. This behaviour illustrates how weak signalling not only complicates decision-making but can also diminish the influence of otherwise favourable attitudes. Thus, label design must do more than inform; it must activate trust, align with consumer values and reduce ambiguity if it is to effectively shape sustainable purchasing behaviour across both high- and low-involvement decision contexts.

3.5 Driving Action: Enhancing the Persuasive Power of Eco-Labels

Whilst credibility appears to be a foundational prerequisite for eco-label effectiveness, it is only the beginning of the persuasive journey. This entails that while eco-labels may appear trustworthy, they may still fail to influence purchasing behaviour unless they engage consumers on a psychological and emotional level sufficient to steer attitude formation. This highlights the need to move beyond questions of accuracy and certification and further explore how eco-labels actively persuade rather than merely inform and resolve information asymmetry. Drawing on the Elaboration Likelihood Model (Petty & Cacioppo, 1986) together with key empirical insights, this section unpacks how eco-labels function through both central (logical, message-driven) and peripheral (visual, affective) processing routes (Kitchen et al., 2014). In general, prior findings indicate that the mere presence of an eco-label, regardless of the product type, has a moderate positive persuasive effect on consumer behaviour (Velasco et al., 2024), suggesting that both rational and heuristic cues play universally vital roles in shaping consumer response. Accordingly, this section examines these cues by scrutinising how message framing, visual design, colour codes and emotional anecdotes together enhance the persuasive power of eco-labels within fashion purchasing contexts.

The central route of persuasion, as defined by Petty and Cacioppo (1986) is characterised by intensive cognitive engagement, wherein individuals systematically evaluate the substantive merits of a message prior to adopting or revising an attitude. As previously discussed, one behaviour indicative of central processing is the tendency to seek cue consistency by matching sustainability claims to product features (Feuß et al., 2022). Nevertheless, several design-side features have emerged in the literature that align with the core tenets of the central-route of persuasion. For instance, one study indicated that vague or overly generic formats, such as ordinal or ratio-based comparisons, fail to influence purchasing decisions. Conversely, tightly focused information significantly enhances persuasive power through increased consumer evaluation (Hamlin & McNeill, 2023). This insight is particularly relevant when designing labels for uninformed and irregular buyers, who would require more detailed and information-rich labelling to activate their thought processes and steer attitude change (Gam et al., 2014). Furthermore, some limited evidence suggests that consumers are likely to be persuaded by eco-labels that articulate concrete sustainability performance across multiple stages of the fashion value chain: from production through to consumption and disposal (Aspers, 2008; Clancy et al., 2015). Other studies contest this view, indicating that consumers may in certain cases respond more favourably to single-claim labels, where simplicity is perceived as more persuasive (Das et al., 2025a; Koszewska, 2021). Emerging studies highlight the potential of blockchain-enabled traceability tags to strengthen eco-label credibility by providing verifiable product information that facilitates more meaningful engagement with central cues of persuasion (Das et al., 2025a; Lou & Xu, 2024). Examining these developments, such technologies can be understood as striking a balance between simplicity and informational depth, ensuring that eco-labels remain both accessible and substantively trustworthy.

In parallel, research also points to the importance of tailoring message content to specific consumer groups—for instance, female consumers who are often more engaged with fashion and sustainability— further sharpens the persuasive impact of eco-labels (Henninger, 2015; Hyllegard et al., 2014). This highlights that consumers are more likely to centrally process information when it is both credible and personally relevant, ultimately strengthening purchase intentions and fostering more enduring attitudinal change. Collectively, these insights suggest that eco-labels are most effective via the central processing route when they offer targeted, comprehensive and clearly structured information that can lead to more enduring attitudinal changes, which drive consumers to purchase eco-labelled fashion products.

On the contrary, eco-labels on fashion products can also be processed through peripheral cues, wherein consumers rely on surface-level heuristics such as the visual appeal, familiarity or emotional resonance of the message rather than its informational depth. According to Petty and Cacioppo (1986), this low-effort persuasion route is typically triggered when the motivation or ability to scrutinise the label’s content is limited, making peripheral attributes such as imagery, placement or storytelling more influential. Recent findings reinforce this pattern by demonstrating that textual green information can even reduce environmental awareness when presented in isolation, becoming effective only when embedded within well-designed visual formats such as icons, structured layouts or green-themed tags (Chang et al., 2025). Research also demonstrates that consumers respond positively to labels featuring simplified visual elements like icons, colour-coding or storytelling about ethical labour, all of which evoke emotional reactions and can justify premium pricing without entailing critical evaluation (Williams & Hodges, 2022). Likewise, pictorial cues, standardised sizing and care information and aesthetically pleasing label designs can heighten attention and ease of processing, especially when placed adjacent to price tags – a placement that generates substantial visual attention in fashion purchasing (Aspers, 2008; Clancy et al., 2015).

Beyond these traditional cues, eco-labels are most persuasive when they articulate a clear value proposition, signalling not only environmental benefits but also tangible consumer gains such as quality assurance, ethical alignment, or long-term cost savings (Perry & Chung, 2016). More recent studies extend this discussion into digital formats, revealing contradictions: while smart labels and QR codes can enhance perceptions of brand sustainability (Kim et al., 2025), consumers often reject digital-only formats, preferring tangible, instantly legible cues at the point of sale (Williams & Hodges, 2022). This tension suggests that technological signalling must be embedded in ways that are both visible and emotionally resonant, rather than abstract or purely functional. Collectively, these insights affirm that peripheral design elements play a vital role in shaping consumer responses to eco-labelled fashion, yet their effectiveness ultimately depends on how well they convey relevance, emotional value and social visibility within low-effort decision contexts.

As discussed throughout this subsection, the ELM component of the integrated framework provides a valuable lens for understanding the persuasive power of eco-labels by distinguishing between central and peripheral processing routes through which consumers interpret sustainability cues. Primarily, when processed via the central route, eco-labels contribute to robust attitude formation by offering clear, credible and specific sustainability information that engages motivated consumers in deeper thought processes about the labels. This reflective engagement can strengthen pro-environmental attitudes, reinforce perceived behavioural control (e.g., through comprehension of environmental or social impact) and align with subjective norms when labels are trusted and socially endorsed. In contrast, under the peripheral route, consumers form or adjust attitudes based on aesthetic, emotional or contextual cues such as visuals, label placement or brand storytelling. These surface-level signals can still influence TPB constructs by subtly shaping attitudes (e.g., by evoking ethical pride) or boosting perceived behavioural control (e.g., by simplifying decision-making). Despite their varying outcomes, both routes often complement each other, making them important factors in designing successful fashion eco-labels. Exploratory research by Turunen and Halme (2021) sheds light on how the “Shades of Green” methodology – categorising products as light, medium, or dark green based on the depth of sustainability integration across the product lifecycle provides both central and peripheral cues by combining structured environmental and social information with intuitive, consumer-friendly classification. This tiered framework not only supports reflective evaluation by offering comprehensive sustainability insights (central route) but also simplifies consumer decision-making through an instantly recognisable colour code (peripheral route). In sum, as per the reviewed literature, optimal eco-labels in the fashion sector are those that integrate both central and peripheral cues, thereby maximising their persuasive impact across diverse levels of consumer engagement.

5.1 Summary of Key Findings

Across the literature, consumers’ cognitive engagement with eco-labelled fashion hinges not only on their attitudes and values but also on how these individual factors interact with contextual and product-level cues. These interactions reveal that effective persuasion depends on both the consumer’s internal psychology and how clearly, credibly and emotionally the label communicates the sustainability attributes of a fashion product. Generally, positive attitudes towards sustainability, reinforced by personal control in purchasing, encourage eco-label consideration. Meanwhile, product cues like price and label type can either resolve or deepen uncertainty through consistency or inconsistency, reshaping purchase intentions. Although demographics such as education, income, age and gender show some influence, they serve mainly as proxy indicators and are less predictive than psychological and contextual factors. Ultimately, the strongest eco-labels appear to combine both central and peripheral cues, comprising both trusted certifications and emotionally resonant design elements, enabling greater engagement with sustainability information.

5.2 Academic Implications

This review synthesises past empirical insights to demonstrate how individual, product-level and contextual cues, together with the design-side attributes of eco-labels, can shape consumer behaviour within fashion-purchasing contexts. However, beyond empirical synthesis, it also contributes to extant consumer behaviour literature by positioning and framing these insights into a theoretical framework (TPB, ELM, Signalling), illustrating the academic potential of hybrid marketing models in organising qualitative insights in narrative reviews. In sum, this framework conceptualised eco-labels as marketing signals whose design-side characteristics may be processed centrally or peripherally by consumers in activating attitudinal changes that inform purchase intentions. While this review offers conceptual and theoretical clarity on consumer responses to eco-labels, it is limited by its reliance on existing literature and the exclusion of non-English or unpublished studies. Moreover, as eco-labelling practices and digital formats continue to evolve, some findings may be time-sensitive and require future empirical validation to remain relevant.

Future academic work could extend the existing scope of literature by studying the effectiveness of various textile eco-labelling schemes on consumer interpretation and developing new labels that address the current context of technological innovation, heightening greenwashing risk and regulatory pressures on fashion brands. Remaining relevant to the evolving landscape, researchers must prioritise emerging areas such as digital eco-labelling systems and smart eco-labels as these increasingly define how sustainability information is conveyed in today’s fashion industry and could enhance transparency in the long run. This would ensure that academic efforts to better understand and improve sustainability labelling within the fashion industry would be better recognised and applied by fashion designers, brands and policymakers.

5.3 Practical Implications

The findings of this review also offer actionable insights for eco-label designers and fashion brands aiming to drive sustainable consumer behaviour. Firstly, in order to ensure perceived credibility, labels are recommended to be third-party verified, clear and consistent with key visual markers like logos to feasibly enhance recognition. Ideally, they must be tailored to consumer values, lifestyles and contexts, particularly for those segments that express willingness but lack confidence in interpreting sustainability information. Secondly, the persuasive impact of eco-labels could be boosted by incorporating both central and peripheral cues within the label design. This means combining clear, verifiable sustainability information (central cues) with emotionally engaging visuals, colour-codes and intuitive formatting (peripheral cues) to appeal to both reflective and instinctive consumers. Lastly, the role of consumer education remains incredibly crucial, as many individuals still lack the ability to properly decode and interpret eco-labels in fashion purchasing contexts. Without sufficient knowledge or guidance, even the most credible and well-designed labels risk being overlooked or misunderstood, limiting their potential to influence behaviour and drive sustainable choices.

As the fashion industry navigates growing demands for transparency and accountability, this study reinforces the crucial role that eco-labels play in shaping ethical consumer choices. Drawing from both theoretical and empirical insights, it is evident that eco-label effectiveness hinges not only on what is communicated, but how it is perceived, trusted and acted upon. While significant progress has been made, important gaps persist, particularly in understanding the new landscape of blockchain-enabled traceability tags and their interaction with shifting consumer behaviours. This review offers a foundation for academics, eco-designers and policymakers to rethink eco-labels not as static indicators, but as dynamic, persuasive tools embedded in everyday decision-making. As sustainability becomes a non-negotiable priority, future efforts must centre on ensuring that labels are not only informative, but empowering tools capable of building trust, reducing complexity and supporting meaningful change at the point of purchase.