The Effect of the Nordic Swan Label on Consumers

Product labelling has become a popular government tool that allows consumers to express their environmental preferences through the market. To date there is limited empirical evidence on whether consumers actually use the labels in their purchase decisions. Many are sceptical of the idea that labels on attributes that do not generate direct and significant benefits for the consumer would have any effect on purchase decisions. However, some environmental labels, such as the Dolphin-safe label as well as a label regarding the content of phosphate in detergents have been shown to be effective. Other examples include the European Union
The Swan label did indeed have a significant effect on Danish consumers
Site Courtesy of
McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing